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Natural Beauty Paves the Way For Companies in 2018
Be the best version of yourself – it is the underlying theme of almost all beauty campaigns today, and the driving force behind the companies that promote them. From Dove’s Real Beauty movement to Ulta’s 21 Days of Beauty, and even down to the various products one can buy during Bergdorf Goodman’s sales and promotions, customers can and will see a trend of companies promoting the idea of letting natural beauty shine through and avoiding masking it. In 2018, with the ever-growing body positivity movement and a push towards more acceptance overall, many of us have come to realize that there is not only one way to be beautiful, and campaigns need to reflect that concept if they are going to get through to their customer base.
The Dove Campaign for Real Beauty is probably one of the best-known marketing campaigns that there is. Originally launched in 2004, the campaign was created when Dove went to work to promote the idea that beauty comes in all shapes and sizes, and women everywhere should be comfortable and confident in their own skin. In the 14 years since the campaign was created, it has expanded and now takes place worldwide. Clicking through Dove’s website you can see their current campaigns under the Real Beauty umbrella, including ones such as the Dove Self-Esteem Project, My Beauty My Say and Dove Inner Critic.
Along with Dove’s Real Beauty, which is consistently trending throughout the year, there are other beauty trends happening in 2018 that incorporate the same message. Ulta Beauty, the chain of beauty stores across the United States, is in the middle of their 21 Days of Beauty sale. Fairly self-explanatory, over the course of 21 days in September the company has a select few items for sale each day. Looking through the products, we see a lot of skincare items as opposed to makeup – though there certainly is makeup to be bought as well. Clay masks, moisturizers, eye serums and facial cleansers stand out as half-priced, showing consumers that they need not cover their skin, but take the best care of it that they can.
A bit on the pricier side, Bergdorf Goodman’s beauty section also showcases an assortment of luxe serums and creams, as well as various shades of nude lipsticks. It is clear that this fall, natural is the way to go, which is certainly not a negative thing. Though I will personally take my black liquid eyeliner to the grave, anyone can appreciate glowing, moisturized skin and lips, especially as the weather gets colder and everything gets drier.
With that said, many would argue that natural and organic products are still the best ones to use to take care of yourself. As a personal fan of beeswax lip balm, I have to advocate for the stuff, especially since I have yet to find anything else that keeps my lips from getting dry while cycling through various matte lipsticks. While there are other beeswax products out there, Drew’s Honeybees is a company that works to provide the best ingredients so that their customers can keep their skin healthy and let their natural beauty shine. As well, the company donates 20% of all proceeds to researching honeybee health and sustainability.
Be the best version of yourself, but also why not Do Some Good™ while you’re at it?