Are you often confused when buying beauty products? Do you reach for that product which advertises the most therefore capturing your attention? Or, do you head to the counters to buy the secret potion that a friend recommended while sharing that her wrinkles had disappeared overnight?

Whatever reason motivates your beauty purchase or anti-aging investment, here are some simple things to remember:

The most expensive on the market is not always the best. Many times products can be extremely close in formulation but just packaged differently. Some products have cleaner ingredients and a better delivery system.
Buy your skincare when there are free gift promotions so you can try free samples first to make sure you have no allergic reactions.
A facial once a month not only forces you to sit still; it gets the blood moving which is very good for your skin.
Our diet shows up on our faces, unfortunately! Watch what you eat and avoid diet drinks and fast foods. Think about the old saying, “You are what you eat.” It’s true!
Sleep is the cheapest form of an anti-aging product! Make sure you get your 8 hours of sleep if you can.
Alcohol, medication and cigarette smoking can promote early signs of aging as well.
Our Moms used items from the kitchen before there were fancy products available at the cosmetic counter. Sometimes just a little olive oil or coconut oil can ease the pain of dry hands or feet.

My favorite “go to” resource for beauty information is euromonitor.com. Below are some consumer industry trends I’d like to share. The beauty survey referred to in this article can be found on their website in its entirety.

The beauty space is turning green, and smart companies are taking part. Green features are secondary only to efficacy, suitability, and a quality-price balance in consumers’ decision-making, and are actually more important than low prices and strong brand names, according to the 2016 beauty survey results. So what are the best “shades” of green? In particular, “all natural” product claims matter to 50% or more of green-minded buyers in all markets, while other factors, like water efficiency, 100% organic, or botanically-derived ingredients exhibit regional appeal.

It’s all about me! Consumer demand is moving from ‘suitable for me’ towards a ‘made for me’ level of customization. This is achieved through individual product formulations, digital consultation on brands’ and retailers’ websites and smart devices and applications that provide near constant feedback on efficacy. At the same time, consumers’ expectations for a healthy and extended youthful appearance continue to hold strong across many age groups.

Michele McDonough is a Strategic Consultant and Executive Recruiter in the field of health and beauty. She is also co-founder of Women’s Power Circle and can be reached at [email protected].