There’s a revolution underfoot. A consumer’s revolution. A new demographic, tired of the same old marketing tricks, is using the tools available to them to make informed, healthy choices. And their choices are redefining the very notion of luxury.
In the recent past, the finest foods were exotic: mandarins in February from Argentina and creamy Chaource cheese from France. But today, that mindset is shifting. Organic, seasonal and local foods are the new haute cuisine. Locally-grown artichokes and miniscule organic strawberries are the ultimate.
A similar shift is happening in the world of cosmetics. Pricey department store skin creams may be a mainstay of an older generation, but younger women in the know are looking beyond traditional places for the best beauty products. They’re reading ingredient labels and investigating new brands. And these aren’t just college girls looking for a cheap buy down at their neighborhood natural market. These are savvy actresses, models, and tastemakers, who understand that beauty and health are one and the same.
To this new woman, a luxurious product is one that 1.) works, 2.) is devoid of dangerous or questionable ingredients, and 3.) comes from a socially & environmentally responsible company. The cliched labels touting “all natural!” and “erases fine lines overnight!” mean little. Such grand and often ridiculous promises are seen for what they are: pure marketing.
Healthy, effective beauty products are out there. So are the resources and information needed to become an astute beauty consumer. I’m dedicating myself to this new notion of luxury. A luxury which cares less about packaging and empty promises, and more about finding honest-to-goodness, pure makeup and skincare.1