Choice of Cosmetics for First Time Pregnant Mothers

Student’s Name:

Institution:

Choice of Cosmetics for First Time Pregnant Mothers

As a norm, it is the desire of every woman to look beautiful and appealing. It is because of this reason that many of them decide to use cosmetics to enhance their physical appearance. On average, the decision on what cosmetic to buy is influenced by the four marketing variables: price, nature of promotion, and product (Wise & Sirobi, 2005). However, majority of first-time pregnant mothers do not just buy any beauty product in the same way they were used to during the pre-pregnancy period. Instead, their choice is influenced by a number of factors, including recommendation from friends, the type of cosmetic, the place of sale, promotion messages, and fear perceptions. To elucidate on this consumption peculiarities, this paper will elaborate on the purchasing influencers that are unique to first time pregnant mothers.

Influencers for the Choice of Cosmetic Made by First Time Mothers

Recommendation from Close Relations and Professionals

A number of people influence the decisions made by first time pregnant women when purchasing cosmetics. Firstly, their friends may compel them to buy specific beauty products because they match with their body changes. Other friends may recommend the use of particular products because they worked well with their bodies during their own pregnancy. Besides friends, health professional may also advice first time pregnant women not to use cosmetics with certain chemicals that might endanger their health (Marie et al., 2016). For instance, topical retinoids have high absorption rates and are thought to be a cause of birth defects (Bozzo, Chua-Gocheco, & Einarson, 2011). Therefore, medics may warn pregnant women against using cosmetics that have such harmful components.

Place

The sale points of beauty products determines whether first time pregnant women will buy them or not. Obviously, most pregnant women prefer to visit stores that are close to their places of residence. Essentially, this is because their do not want to strain their bodies travelling over long distances. However, due to the vulnerabilities involved with carrying babies, some first time mothers prefer to buy from specific retailers where they have an assurance of quality. Finally, due to advancements made in communication and information technologies, other first time pregnant women prefer to visit online store where they can research on products that are compatible with their body changes.

Promotion Messages

Historically, the publicity attached to a specific product determines its competitiveness in the market. Wise and Sirohi (2005) note that the kind of promotion a product receives makes people know it better and any resonance with specific audiences prompts a rise in purchases. Lately, social media platforms such as Facebook and Twitter carry millions of messages that target first time mothers who need to look beautiful even during pregnancy. Moreover, these sites empower women to share experiences they have had with specific products. As a result, some have developed a habit of visiting these networks to gain insight about the type of product to use. In fact, many visit these sites to dispel fear perceptions they have about the use of certain products.

Types of Beauty Products

The type of beauty products sold in stores may make pregnant women buy them or not because some items are considered unsafe during pregnancy. For instance, cosmetics that contain endocrine disrupting compounds can negatively affect normal development of the baby (Marie et al., 2016). Other substances contained in make ups such as lead are known to trigger miscarriages as well as infertility. Consequently, pregnant women tend to avoid beauty enhancers that contain harmful chemicals to not only guarantee their safety, but also that of the child. Alternatively, they prefer to buy natural beauty products that are considered safe.

Fear Perceptions

Naturally, the mental and physical vulnerabilities of first time pregnant women compel them to opt for cosmetic products that will not harm their unborn babies. Often, they will avoid cosmetics that have chemicals that are likely to affect the development of the fetus. Mostly, that information does not need to be factual. For instance, nearness to a date of expiry may deter a first time pregnant woman from buying a product that she will ordinarily buy when physically all right. Others prefer to buy cosmetics that they are more familiar with to avoid the fear of uncertainties.

Conclusion

Fundamentally, most first time pregnant mothers prefer to buy products that are safe and devoid of harmful chemicals, especially the ones that have already gained public trust. That is the reason why they tend to give in to the advice of close friends and professions as regards to what product to use. In doing so, they develop an assurance that the item they are applying on their body is safe for their condition. Even though personal tastes and preferences may also come into play in deciding the kind of beauty product to choose, the fear perception of losing the pregnancy or giving birth to a defective child compels most first time mothers to circumvent their urge for certain cosmetics. As divulged, the other factors that dictate the type of cosmetics first time pregnant mothers buy are the place of purchase and promotion messages.

References

Bozzo, P., Chua-Gocheco, A., & Einarson, A. (2011). Safety of skin care products during pregnancy. Canadian Family Physician, 57(6), 665-667

Wise, R., & Sirohi, N. (2005). Finding the best marketing mix. Journal of Business Strategy, 26(6), 10-11.

Marie, C., Cabut, S., Vendittelli, F., & Sauvant-Rochat, M. P. (2016). Changes in cosmetics use during pregnancy and risk perception by women. International Journal of Environmental Research and Public Health, 13(4), 1-16.