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You’ll Manage: THE BREAK UP WITH MAKE UP
Let’s discuss breaking up with unnecessary beauty products and the companies that put their corporate profits before their customers’ health. Women are the target market, the dominant demographic, and the driving force behind the 50 billion dollar a year beauty products industry. The products are marketed to them as ‘personal care’, implying that these products are a necessity. Most are not.
While we’ve touched on the health hazards of many beauty products, we should also address the financial impact. One of the biggest drains on a woman’s budget is the constant purchase of beauty products. This expenditure makes money management difficult. Women have billions of advertising and marketing dollars directed at them persuading them to spend money on beauty products and services that they do not need.
Seeing certain products or services as ‘not necessary’ can be challenging. Women have been brainwashed to believe that they actually do ‘need’ these things and ‘must’ have them. (Women are not alone in being brainwashed by advertising: I see plenty of metropolitan men driving big, burly pick-up trucks they’ve seen advertised on television. The closest some of them get to going ‘off road’ is when they pull up to valet parking.)
It’s not just advertising and marketing that reinforce this ‘need’ belief associated with beauty products. It’s the formative experiences of childhood and adolescence: watching your mother, grandmother, sisters, aunts, and friends apply makeup and share advice about it. It’s almost a ‘rite of passage’ which many women include in their memories of what they think of as ‘growing up’ and ‘life’.
What you need to remember as well is that your mother and grandmother were probably very selective about purchasing makeup and parting with their hard-earned and well-managed money. Cosmetics for previous generations were a luxury. Women rarely owned more than two of any particular item: a compact, a tube of lipstick, hand or face cream, and some lotion. That was about it, and they used all of it before they purchased more.
Today, many women can’t imagine living without an abundance of these products. They’re just a part of daily existence—routine and essential.
I have some shocking news for you: food and shelter are essential. Everything else is optional. This seemingly hardcore concept is foreign to many people, but when you endure an extended period of limited resources, you will learn the truth in it. Your life can go on just fine without television, designer labels, ‘accessories’, four-dollar coffees, overpriced manicures, and many beauty products. Again, you’re going to have to do your own personal calculations as to how overspending on beauty products impacts your personal bottom line and your progress toward financial independence.
You also must weigh its health impact, as we’ve discussed. Foundations and powders applied all over your face just clog your pores and set you up to purchase even more products to get your skin clean and healthy again. Be aware that your skin is your body’s largest organ. It absorbs up to 60% of whatever you put on it. When chemicals are absorbed through the pores of your face, those chemicals enter your bloodstream. Think about that.
Note: if you need some color in your cheeks, skip the rouge and exercise on a regular basis. Get the blood flowing. If you want to avoid wrinkles, avoid cigarettes, excessive alcohol consumption, and overexposure to the sun.
Anti-aging creams, face powders and foundations, eye-shadow, lipstick, blushes, mascara, nail polish, nail polish remover, face primer, hair, hair, and more hair products—the list is long and the costs add up, especially for women trying to get ahead. Trim your shopping list.
I support you doing things that make you feel beautiful, that make you feel more confident, that make you feel more empowered. However, I would encourage you to seek those positive feelings through education, exercise, and effort first. Then turn to cosmetics to only enhance the inner beauty and wisdom that are yours. Know your value, then spend your hard-earned money wisely. Remember the words of Bob Marley, who said, ‘A smile is the most beautiful curve on a woman’s body.’ I’d add that it’s also the most beautiful thing she can put on her face.
The good news about this break up is that there really are ‘a lot of other fish in the sea’, i.e., other companies that you can look at and perhaps start a relationship with. These are cosmetics companies often owned and operated by women (a total of 43 as of this writing). They are also companies that have done serious work to offer their customers products at a greater value with higher health and safety standards. Some of these companies include:
Deborah Lippman—Founded by celebrity manicurist Deborah Lippman, the beauty company that bears her name is one of the most renowned in the world.
Charlotte Tilbury—From age 13, Charlotte Tilbury knew she wanted to work in the beauty industry. After training at the Glauca Rossi School of Makeup in London, Tilbury jumped into the world of makeup. Now, her brand is a household name.
Honest Beauty—Actress Jessica Alba founded Honest Beauty when she saw a need for responsible, quality products with maximum ingredient transparency.
Edible Beauty—The naturopath and nutritionist Anna Mitsios launched Edible Beauty with the sole intention of creating a luxury botanic brand that is equally safe and effective. Anna’s strong belief in the natural power of herbs is evident in her formulas.
It’s A 10 Haircare—Founder Carolyn Aronson made history as the CEO of the first indie hair care brand to land a national Super Bowl ad. She also founded Kyana’s Dream Foundation (in her daughter’s honor) which focuses on providing emergency response for children in schools.
AveSeena—After spending 20 years researching the effects of estrogenic and endocrine disrupting chemicals on the immune system, Dr. Ebru Karpuzoglu decided to pour her scientific discoveries into a 100% naturederived skin care brand.
MaBrook & Co—In 2014, Aliya Dhalla launched her brand of 100% natural and aluminum-free deodorant. The Clean Deodorant fully harnesses the benefits of activated charcoal, baking soda, and sweet floral scents.
Fact—Founder Cassy Burnside has launched her brand of Paleo-friendly and cruelty-free skin care products that are packaged and formulated for women on the go.
Aphorism Skincare—After battling a rare but curable cancer, Urvashi Singh set out on a journey to research the links between the toxic chemicals in cosmetics and disease triggers. This led her to launch a luxurious line of non-toxic skin care products.
Also consider Joshua Onysko’s Pangea Organics, Dr. David Bronner’s Magic Soaps, Greg Starkman’s Innersense, and Olown N’djotehala’s Alaffie. These are just a few companies to consider. Do your own research and find those that are best for you.
It’s important to look at the beauty industry in political terms as well. While women purchase the vast majority of beauty products sold around the world and are often featured in the advertising and promotional campaigns for these products, they are vastly underrepresented in the executive ranks of these companies. As of this writing, women comprise less than 25% of the Boards of Directors of major beauty companies, and only 24% of their executive teams. Only 23 of the 500 largest cosmetics companies in the world have a woman as their CEO. The 6 most dominant corporations in the beauty industry all have men as CEO. These include L’Oreal, Estee Lauder, MAC, and Revlon.
A question you might ask yourself is this: with so many qualified female executives out there, why wouldn’t the Board of Directors and the shareholders put a woman in charge of a company that sells most of its products to women?
It’s important to remember that with beauty products—and all your purchasing choices—your dollars are your vote. Your dollars are your voice. In order to make informed choices, it’s important to know which corporation owns your favorite brand or brands of makeup. There are reasons for this: one is to determine if a company is prioritizing the health of its customers. Another is to determine if a particular company is being a good corporate citizen.
Are they building strong communities by paying their employees fairly? Is their philosophy inclusive and their workforce diverse, both on the assembly line and in the executive ranks? Do they invest in a sustainable future? Are they attentive to their environmental footprint with regards to manufacturing, packaging, and distribution? Do they have ‘green’ goals? Do they participate consistently in charitable giving? (Not just feel-good publicity campaigns around charity events.)
It’s also important to know if a company is selling two almost identical products, but marketing and pricing one ‘brand’ differently—and pricing it more expensively— than the other (the ‘drugstore brand’ and the ‘luxury store’ brand.) Some large corporations do this—produce essentially the same product and market it as two different products—to reach more customers in different demographics, saving the company money on production costs. Many times, only scents, textures, or packaging differentiate the products. This is the reason, for example, that Lancome Eau Micellaire Douceur and L’Oréal Paris Skin Perfection 3 in 1 Purifying Micellar Solution are almost identical products. The same corporate owner manufactures them with the same active ingredients. Only different ‘brand names’ and packaging separate the two in the eyes of the consumer.
It is true that some high-end products are made using more expensive ingredients and innovative technologies. However, the truth is they usually cost more because people expect expensive products to work much better than inexpensive ones and are, therefore, willing to pay more for them.
So, before you spend lots of money on a luxury product, do a little research on the company and its line. Compare the luxury product line’s ingredients to those of their less expensive sister brands. Make an objective, informed determination if the difference in the ingredients is really worth the difference in price. To make your initial research easier, we’ve provided a starter list of ‘who owns what’ in the cosmetics industry in an appendix in the back of this book. It is not comprehensive, and the information may change as companies buy and sell brands, but it will give you a bird’s eye view of the landscape.
Having this information will preserve your health, encourage good corporate governance, and save you money. Hopefully, this will also help you see beauty products for what they are: a big, profitable industry.
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