How beauty product use links to Black Lives Matter: Examining the influence of beliefs of health threats on behaviour

Abstract

This study examines the influence of Black women’s beliefs of health threats on purchase intentions towards beauty products. It investigates whether Black women use natural beauty products to avoid health threats and injustice. Two focus groups were conducted with eleven female African American participants as part of a larger multi-method study. This article details the focus group sessions in which participants shared their stories and beliefs of how beauty ideals and products have negatively impacted their health and lives. Results indicate that constructs of the Health Belief Model (HBM) relate to the participants’ lived experiences, that ‘Blackness’ – has a major influence on consumer behaviour and that barriers, such as racism, often prevent them from a leading healthier lifestyles. The findings provide insights into Black women’s lives as consumers and communicate the importance of beauty product toxicity and healthy product development as topics of concern within the Black Lives Matter movement.