Killing the ‘Beauty Consumer’
Why the Wrong Words Are Sending Us All in the Wrong Direction
To open British Beauty Week last month, I joined an expert panel on sustainable beauty and soon found myself getting deeply uncomfortable with the conflict between the worthy subject matter and the ugly tendency of the industry to continue to define its audience as “beauty consumers.”
Truth is, I’m a relative newcomer to the beauty industry and definitely no expert. But I have half a century of experience with the English language, and my conclusion is that the two urgently need to talk. Because if we are to fix the problems the beauty industry is responsible for, then we need to start with definitions.
To me, a “beauty consumer” is someone who actively destroys the beauty of the planet to satisfy their own ego.