As technology starts to permeate our lives and information becomes ever easier to find and digest, the consumer of today is getting savvier than ever before when it comes to researching and choosing products. Claims made by brands and businesses must, therefore, be validated, and the efficacy of ingredients must be proven and backed up by data. Fancy words and empty promises were always transparent, but they can now easily jeopardize the future of a product or a brand. Thus, clear, transparent cosmetic ingredient analysis is crucial.
There are a number of reasons for this. Firstly, product recalls, questionable and opaque claims, and shady business practices have made people more suspicious when it comes to shopping, the recent recession has made their purchase decisions more conscientious, and the rise in price and product tracking tools has made them more informed all-around. In short, today’s consumer is part skeptic, part detective. Therefore, the necessity for brands to be transparent has never been higher.
What’s more, that necessity has become more pronounced in light of the fact that today’s consumers are not only more informed, they’re more interconnected as well. Never has it been easier to spread information about bad business practices, all thanks to Facebook, Twitter, Yelp, Angie’s List and the like.
Simplicity and transparency
As everyday life is becoming ever more hectic, it’s expected that consumers’ desire for simplicity will progress within beauty, which is most obvious in hair care. We’ve already seen heightened interest in natural healing propositions, traditional herbal remedies, and naturally healthy ingredient alternatives, and all this, at least partly, has to do with this shift to simple but transparent product and production pipelines and practices.
It’s not unexpected, then, that the demand for products that use natural ingredients has also been on the rise. 29% of consumers are looking for all-natural ingredients in skin care products, while ingredient transparency is sought by 19% of consumers, according to Euromonitor International Beauty Survey in 2018.
Brands are responding to consumer demand for simplicity by minimizing the number of ingredients in product formulations, devising simpler cosmetic ingredient analysis, like Provital’s Kera-series of highly-effective, natural hair care products, which include, among others, Keratrix™ for damaged and weakened hair and Keranutri™ for denser and stronger hair.
For some beauty brands, simplicity is a core philosophy, and their products build their image by listing how many ingredients they contain on the front of the packaging.
The desire for transparency is inspiring new models for delivering quality cosmetics minus mark-ups, which some companies have fully embraced. These models allow companies to sell direct-to-consumer and this, in turn, allows them to cut down on supply chain costs and offer affordable products at the same high level of quality.
Legislation on cosmetic ingredient analysis
It’s important to note that it will be critically important for companies to keep a keen eye on legislation concerning misleading or ill-defined terms. Just as the credit market has seen transparency enforced from lawmakers, so might other industries see governmental crackdowns shape the way they communicate their products’ attributes in ads and on the shelf. As always, smart companies will get ahead of the curve. Not just by predicting the alterations in legislation around cosmetic ingredient analysis, but also by carefully adjusting their strategies to meet the ever-changing needs and expectations of their new, detective-like consumers.