Тег: consumer behavior

Аннотация: (English) This paper analyzes the phenomenon of clean beauty and its impact on the consumer behavior of women over 35 years of age. The relevance of the study is justified by the rapid growth of the clean cosmetics segment in the market and the shift of mature consumers’ value orientations toward conscious consumption and holistic healthcare. The aim of the research is to identify and analyze the main catalysts shaping the purchasing patterns of women aged 35+, and to substantiate a synergistic model that combines external cosmetic practices with internal nutraceutical interventions. The methodology includes a systematic analysis of specialized scientific publications on consumer behavior, dermatocosmetology, and functional nutrition science, as well as the processing of empirical data obtained in the course of practical nutritional work. The results indicate that for the target group clean beauty is not merely a marketing category but responds to the demand for safety, proven efficacy, and a harmonious unity of external appearance and health status. A conceptual model is described, demonstrating that maximum fulfillment of the audience’s needs is achieved by integrating clean cosmetics with personalized nutraceutical programs aimed at correcting metabolic and hormonal imbalances. The scientific novelty of the study lies in the conceptualization of the clean beauty trend as an entry point into a comprehensive health management system for women of mature age. The practical significance of the results lies in their applicability for cosmetic brand marketers, preventive medicine specialists, nutritionists, and cosmetologists.