Ecologic Natives – The new consumer

Ecologic Natives – The new consumer

If you are Brazilian and do not remember the Minâncora ointment which was used for pimples, odors, and many other things; or hold no memory of the 24-hour lipstick, which was green but red in the mouth and would only come off the next day, or even if you have no idea what Neutrox or Yamasterol hair creams smelled like, you were certainly born in the online age and you have no idea those products were famous cosmetics in the ’80s and ’90s in Brazil.

At that time the supply of cosmetics was far smaller than today, there was not much talk about organic products, and the relationship between companies and the consumer was also completely different. Without so much information available to the public, nature awareness was lower. In few years, the world has changed, the internet has made a revolution not only in the way people communicate but it has also helped them make changes in the way they live, the way they relate to the environment and how they consume.

Advertising professional Melissa Volk lived in the days of these 90s cosmetics, but it was not until years ago, when her father and mother had cancer, that she began researching healthy eating and eventually entered the world of natural cosmetics, thinking about how she could change her habits to minimize the negative impact on nature.

Melissa went even further, as she had been inserted in the sustainable market for years, she created Slow Market Brasil and Slow Market.Beauty – a platform and an event that brings together green beauty brands with content aimed at industry professionals, retailers, investors, and general consumers. The marketing professional believes the boom of cosmetics companies, which are getting to the market with more sustainable proposals, is due to the search for a healthier and more balanced lifestyle.

“Being more aware of their diet and eating habits – with the growing search for organic food and also the growth of veganism – was one of the main factors that caused such increase. Many brands have been created because of a personal health need – their founders had skin problems, allergies, etc… An excellent example of how things are changing is that the big raw material manufacturers launching and developing “green” ingredients, as it is already a consumer’s and big player’s demand. It’s a one-way train, and we will increasingly have consumers looking for and choosing cleaner and less aggressive products. ”- Melissa explains.

Natália Leite is an example of these consumers, 22 years old and attending the last year of architecture school in São Paulo, she is part of Generation Z –  people who were born past 95, and joined a completely digital society. The student says that she has been accessing Youtube since she was a teenager, and it is in the platform that she learned how to put on makeup, to search for reviews to find out if a product is good or not, and to look for tips on natural and organic cosmetics.

“I only use organic products. It took me 2 years to make this transition and I don’t put anything else on my skin that has harmful components. I have also been looking for companies that can offer recyclable packaging. ”- says Natália.

Beauty and trend experts Vânia Goy and Iza Dezon have pulled their talents together to identify some of the latest dynamic innovations in order to help brands and suppliers in the beauty market to create sustainable and disruptive retail products, services, and proposals, ensuring their relevance in the near future.

The experts will deliver the lecture “Nature Tech – Beauty in the Age of Ecological Natives” at in-cosmetics Latin America Marketing Trends, where they will talk about Ecological Natives, a generation of young people who have demanded that packaging production methods, sales, and services, first and foremost, consider the health of individuals and the environment.

“There is a paradigm shift in relation to our relationship with GARBAGE and LUXURY at the same time. Currently, there is a greater awareness about garbage, since everything we produce remains on the planet, we do not throw it away. Our relationship with LUXURY is also being reviewed: what is luxury after all? Preserving nature or producing a gloss that uses several more cubic meters of water? – questions and finishes the expert Iza Dezon.


“Nature Tech – Beauty in the age of ecological natives”

Date September, 19th

Marketing Trends

From 15h30 to 16h15

Speakers: Vânia Goy e Iza Dezon.

See you there!

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