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Market Disruptors

Hey. Hi. Hello!

I’m going to be honest with you right now. It’s currently 10:30pm on Saturday night, I’m watching the Red Sox when I should be sleeping, and I have no willpower to write this post. I had a terrible day at work filled with people yelling at me, people being all-around rude, and people not doing their job. But, this is the only time that I have to write this post, so we’re going to suck it up and give you the best effort that I can give today.

It’s fitting that I’m talking about my day at work, because my job is actually what inspired me to write this post. I’m not going to say where I work (incase someone from work finds this and decides to fire me), but I work at a luxury department store now. I was having a conversation with some coworkers one day about makeup product recommendations. Obviously, they wanted some at our store so that they could get a discount on it.

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I don’t know about you, but when I think about cosmetics and luxury stores/brands, I’m not necessarily thinking any of them are going to be cruelty free. There’s no rhyme or reason to my thinking here, but probably because bougie things just don’t seem to take into account animals (fur coats I’m looking at you).

But, after some initial digging, I was surprised at the amount of brands sold through luxury retailors that are actually cruelty free. I’d say it’s probably less than what are sold through Ulta or Sephora, but still, it’s substantial. While not all the brands are at such a transparent level like Hourglass, or even dedicated to social impact like Chantecaille, it’s still impressive.

When a brand is first launched, they have a choice of whether they’re going to test on animals or not. Or, even if they decide that their own lab isn’t going to test, they still have to make a decision about whether or not they’re going to sell in areas that require testing. As a luxury brand, coming from a business standpoint, I’d assume most of them would look to break into markets full of spenders, like China.

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While trends have shown that consumers are becoming more concerned about the social impact behind their favorite brands, or even new brands they want to try, I’m not sure luxury brands are attracting the same sort of customer. When I think of many of these brands, I think of shoppers like my mother, who are often shopping these brands because they assume a higher quality, or because they have some mentality about spending a certain amount on certain products.

But, that doesn’t mean that these brands don’t still have a chance to make a huge impact in the luxury market. Sometimes it may take brands as vocal as Hourglass or Chantecaille to bring awareness to these consumers about the supply chain behind their products. Sometimes consumers are just ignorant to the production of their favorites, and need to be educated in order to become smarter consumers.

I mean, when you think of the amount of higher end designers that are starting to take action by renouncing real furs, you can only assume that the trends seen throughout many markets are going to start slowly creeping into a harder market to penetrate. Whereas many other markets are experiencing a lot of growth and new consumers, the luxury market doesn’t often have a lot of new consumers entering. It’s more about tradition than it is new-ness.

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I just think it’s an incredible thing that cruelty-free cosmetics are literally everywhere these days. Some people may not even know they’re shopping cruelty-free! How cool is that?! I mean obviously they should be more aware of things like this, but I often find that luxury shoppers aren’t aware of many things, especially not the fact that they’re being helped by humans who have actual feelings and not robots, but I digress.

I’d love to see more growth in this market in terms of cruelty-free products, so let’s all keep our fingers crossed. Anyway, I gotta go because I just watched a man who looks like Quasimodo hit a three-run homer for the Yankees and I’m truly not ok.

Until next time!

XOXO,

LHC

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