The modern-day conscious consumer has had a ripple on consumer habits that has forced brands to adjust and pivot their strategies, especially when it comes to Instagram. Cosmetic brands have risen to the occasion over recent years to fulfill the values held by the current generation. Millennials and Gen Z have accelerated the demand for social shopping– one that values transparency, authenticity, and creates value for the community. This has prompted companies to reevaluate their value while allowing new companies to innovate and connect with consumers in ways that matter.
25% of beauty buyers want their favourite brands to provide eco-friendly products, and a similar figure says they would be motivated to purchase online if they know the product or company itself is environmentally friendly and 45% of consumers in this segment say they mainly look to consumer reviews for online research before purchasing show that the power of the community and influencers alike can change the company’s trajectory.
The impact social media has on the beauty industry as a whole is significant and the impact the community has on social media is even more so. Social media allows brands to not only be creative but to cut through the chatter and connect with consumers in ways that matter.
At Sweet LeiLani, we are passionate about our sustainability initiatives and bringing the world makeup that is trendy and fresh but is conscious of what it leaves behind. Shop our bestsellers that are proud to be vegan, paraben-free, gluten-free, cruelty-free, and fragrance-free with packaging that is made of sugar-cane, 100% recyclable and printed with soy ink.