Buy cosmetics

Buy cosmetics

A study carried out using facial creams by the University of the Basque Country shows that people who use cosmetics buy cosmetic products primarily due to emotional reasons. The scientists carried out personal surveys on 355 women aged between 18 and 50, who were selected in a random sample. The candidates were asked to evaluate various aspects of their perceptions of the functional and emotional factors of the cosmetics they used, as well as their degree of satisfaction with them.

“The study showed that both the emotional and utility aspect of cosmetic brands had a significant impact on consumer satisfaction, but that the emotional component has a greater effect,” Vanessa Apaolaza, a researcher from the UPV and lead author of the study, which has been published in the African Journal of Business Management, quoted. Some of the main positive emotions aroused by beauty products include “the sensation of wellbeing gained from eliminating or reducing feelings of worry and guilt, which is the factor with the greatest impact,” the author explained.

Overall, the results indicated that “consumer satisfaction is greatest when the cosmetics brand helps to strengthen positive emotions through the perception of ‘caring for oneself’ and removing feelings of worry and guilt about not taking care of one’s appearance,” says Apaolaza.

Paradoxically, in order for the brand to provide this positive emotional experience, it must first cause consumers to have negative feelings about themselves, such as concern about and dissatisfaction with their appearance. “One way of achieving this is by subtly telling them they are ugly — something that many cosmetics adverts achieve implicitly and very effectively by showing images of unusually beautiful women,” the study pointed out. “The theory of social comparison has been used in various research studies to explain how using very attractive models in advertising can affect consumers,” says Apaolaza. “The basic premise of these studies is that consumers compare their own level of physical attractiveness with that of the models used in adverts, and that these comparisons give rise to negative effects in the way they perceive their own physical attractiveness and on their self-esteem. These effects are most heightened among people with the greatest awareness of their public image,” she adds. The study points to the need to eliminate these negative emotions and to soothe women’s worries about looking good as one of their main psychological motivations for buying cosmetics.

There are many such instances that can be quoted here, one that caused huge wave in the market during early 2000’s was the launch of the Unilever’s Dove campaign for real beauty. This campaign aroused a huge debate and also tested Dove’s message authenticity. On one hand Dove encourage women to think they are beautiful, but on another they showed through their commercial that women need make up to showcase their beautifulness.

Our emotions often dictate our decisions. In our buying behaviour, we make emotional decisions and justify them rationally. These emotions are in part learned and in part instinctive,” points out Apaolaza.

For example, one thing that could explain the importance assigned to the unconscious emotional desire “to be attractive to the opposite sex, to be sexually attractive,” and which encourages people to buy cosmetics, can be found in one of the most basic programs of the human being, explained in the Darwinist approach to attraction — beautiful faces and well-formed bodies are important biological indicators of a person’s value as a sexual partner.

Of the emotional brand-related components studied, “the positive feeling gained from experiencing greater success in social interactions” has the greatest impact on pleasure, the author says.

From a utility perspective, the researchers found that the design of the bottles or containers (attractive, making the product or brand seem technically superior, exceptional and unique) also has an impact on purchasing decisions.

“These results serve as a recommendation to the market to use persuasive strategies focused more on emotional aspects than functional ones,” the researcher concludes

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Natural Cosmetics 101

Natural Cosmetics 101

In March 2009, the advocacy group Campaign for Safe Cosmetics made an alarming announcement about baby bath-care products. The group tested the composition of 48 major-brand products looking for two specific chemicals believed to cause cancer: formaldehyde and 1,4-dioxane. It found that the vast majority of them contained at least one of the two [source: Layton].
The implications of the discovery are unclear. While most experts believe that trace amounts of the chemicals don't harm humans, others argue that the cumulative effect of using several contaminated products hasn't been studied.
And then there's the burning question: If dozens of baby-care products contain harmful chemicals, how many other products do, too? Could your body wash actually give you cancer?
The controversy surrounding cosmetics safety is a big one. Lots of potentially dangerous chemicals have been found in products like soap, deodorant and shampoo. Some carry warnings, some have been banned, some have been abandoned and some still show up in lots of products on the shelves. As a result, demand for natural cosmetics has exploded. It's increasing five times faster than demand for conventional cosmetics, up 12.5 percent in 2008 and expected to rise even more in 2009 [source: Vereckey]. Marketing companies believe it has more to do with safety concerns than with environmental ones.
Clearly, people are taking cosmetics safety to heart. But what exactly are "natural cosmetics?" Are they really safer? Are they really even natural?
In this article, we'll learn what "natural cosmetics" are all about. We'll find out what they should be, what they are and whether natural is always better when it comes to cosmetics.
Let's begin with the basics: How is a "natural" deodorant different from any other kind?

 

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Cosmetics

Cosmetics

Recently, I met a friend for a consoling lunch after she lost her job. I sat with sympathetic ears, immersed in the conversation. And then it happened. My mind started to leave the crisis at hand, and shifted to the black tear streaming down her cheek. Was her mascara toxic? I tried to divert my attention back to her words, but again, I could only envision that black trickle seeping through her skin and bringing toxins into her bloodstream. I know, I know, a bit obsessive compulsive, but this scenario embodies my frustration with the lack of awareness concerning chemicals in the personal care industry.

Our systems are becoming more polluted with synthetic chemicals, and I believe we are beginning to see the results in the form of increased illnesses. Some of the compounds found in makeup have been linked to side effects ranging from skin irritation to cancer. Absorbing chemicals through the skin can be even more dangerous than swallowing them because they hit the bloodstream immediately and are carried to vital organs.

Women, who tend to use more personal care items, including makeup, are exposed to far more harmful chemicals than men. From my evaluation of the market, most mainstream cosmetic products contain at least one hazardous element. You might question why these detrimental products aren’t taken off the shelves. The truth is, most illnesses these elements are believed to cause can take years to surface.

Organic foundation, eye shadow, blush and lipstick are becoming increasingly easier to find, with mascara being the most difficult to track down. Some companies are starting to make the switch, but if you live in a small town, you will probably have to go online to find complete organic collections. I’ve discovered some of my favorite cosmetics this way. Mascara, was the last makeup item I switched from a conventional brand. Truthfully, I have yet to find one that gives as much volume as the commercial brand I used years ago, but long-term health outweighs vanity. The upside, my organic mascara makes my lashes look thicker and more natural. I suggest looking for a brand with horsetail herb, vitamin B-5 or nettle, which are all recognized for their nourishing and strengthening qualities.

Give yourself a few months for the nutrients in your organic mascara to do their magic. In my former life, I had very dry skin, and I believe it was due to all the chemicals in my personal care products. Now my skin feels silky and nourished.

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