Skin-savvy Beauty Buffs save water while saving face

Posted on

  • The persistent drought on the West Coast has made West Coasters precautions and accountable of their consumption. So it’s hardly a surprise that water conservation has extended far beyond eco-conscientious consumers. The beauty industry has taken note, and has found ways to be resourceful and save H2O.
  • Most people are taught at a young age that face washing is a key part of basic hygiene, but an increasing number of savvy beauty consumers are considering alternatives to the faucet. In April 2015, Neutrogena started the #WipeForWater campaign, which encouraged women to pledge to use the brand’s biodegradable Natural Makeup Remover Cleansing Towelettes instead of water. The company will donate $1 for every pledge they receive to the Nature Conservancy, focusing on water preservation.
  • Consumers have already caught on to other water-saving cleansing alternatives, including the exceedingly Parisian trend of micellar water. Water-free skincare products that were once popular have made a comeback. The Pond’s concoction of yore has seen a resurgence among vintage aficionados and the dermatologically forward, but has yet to be embraced by the water-saving masses.

Balanced Healthy POV:

  • Eco-friendly consumerism has been on the rise, but now it’s spreading from more traditional realms, like food, to the beauty community. Neutrogena is capitalizing on this desire with their new campaign. These products were already popular for offering a convenient, simplified process for facial cleansing and now that could grow even further. Often times, it’s not just about being aware of what ingredients are in products, but which ones they are free from – in this case, water.
  • In addition to releasing these products, companies are re-thinking their messaging strategies and creating campaigns to connect the customer directly with the cause. The 2013 Cone Communications Social Impact Study has found that 89% of U.S. consumers is likely to switch brands to one associated with a cause, given comparable price and quality. These consumers want to feel like they are a part of something bigger than themselves and will lean towards products for a cause. According to the IEG Sponsorship Report, cause sponsorship is projected to increase 3.7% from 2014 to 2015, and is predicted to reach $1.92 billion in 2015. Since these sponsorships will become more and more common, it is important to understand your target audience to really connect with the consumer. The masses of water-saving consumers are a great target audience that have not embraced some of these ideas yet.


  • Iconoculture
  • 2013 Cone Communications Social Impact Study
  • IEG Sponsorship Report
  • MSLGROUP Future of Business Citizenship
  • American Millennials: Deciphering the Enigma Generation