The Benchmarking Company’s newly-released Pink Report, The Age of Naturals, which surveyed more than 1,800 women across the U.S. who regularly buy beauty products, uncovers the attitudes, fears and aspirations of two specific groups of women: those who regularly buy natural/organic beauty products, and those that buy traditionally-made beauty products.  

According to the study, 82% of natural/organic beauty buyers want to look beautiful, yet natural, compared to 64% of their traditional buying counterparts. Natural beauty buyers want both makeup (84%) and skin care products (84%) to be free of harmful chemicals, compared to 56% of traditional beauty buyers for makeup and 54% for skin care products. In nearly every category, natural beauty users simply expected more from the products they buy, says the report.

The report also investigates buzzwords and consumer knowledge of ingredients. Although most women understand that the U.S. government does not regulate wording other than “organic”, 64% of all women believe a beauty product claiming to be “all-natural” must contain 80% or more natural ingredients. She has no idea what percentage of natural ingredients must be in a product that simply “features” natural ingredients, with her highest percentage guessed at 50-59%. The term “botanical” also raises similar questions. More info: www.benchmarkingco.com