Trust Issues: Unmasking the beauty industry & why transparency should be a priority for marketeers.
Greenwashing, clean beauty, natural beauty, is oil-free even a real thing? Consumers have an abundance of information at their fingertips and call-out culture is bigger than ever. It sparks the question as to why this $532 billion industry still continuing to mislead consumers? How much longer will they continue to get away with dishonest marketing?
Not for too much longer, if the anonymous beauty collective, Estée Laundry, has anything to do it with it. The verified Instagram platform has broken the mold. Educating consumers and exposing the industries dark truths. Beauty Journalist, Jessica Yarbrough, recently spoke out on the page regarding the huge issue with misleading ‘oil-free’ products, that aren't oil-free at all!
See the full post via Estée Laundry here calling out brands such as; Olay, Perricone MD & Boscia.
This careless and sloppy lack of detail instantly breaks customer trust, encouraging cancel culture. This is no longer a time where 'there's no such thing as bad press' - there is, and brands will suffer. The above does not begin to scratch the surface on brands deliberately misleading, with only $$$ on the brain and not the care of the customer. In order to win back consumers trust, as cliche as it sounds, honesty is the best policy. The clean beauty revolution gained huge traction during 2019, which is great, but brands jumped on the bandwagon too soon with no real idea of what it really means.
Consumers are demanding clarity & honesty. An ethical and transparent supply chain is just as important as the end product. This desire for transparency has allowed for brands such as HIGHR - an emerging business with the goal to be “the cleanest supply chain in beauty”.
As for existing brands, it is crucial to understand your audience and treat them with the respect they deserve. Beauty consumers are not clueless and gullible, they are sophisticated, educated and crave innovation.
2020, we are hoping it is going to be the beginning of the end for dated, untrustworthy brands.
Not for too much longer, if the anonymous beauty collective, Estée Laundry, has anything to do it with it. The verified Instagram platform has broken the mold. Educating consumers and exposing the industries dark truths. Beauty Journalist, Jessica Yarbrough, recently spoke out on the page regarding the huge issue with misleading ‘oil-free’ products, that aren't oil-free at all!
See the full post via Estée Laundry here calling out brands such as; Olay, Perricone MD & Boscia.
This careless and sloppy lack of detail instantly breaks customer trust, encouraging cancel culture. This is no longer a time where 'there's no such thing as bad press' - there is, and brands will suffer. The above does not begin to scratch the surface on brands deliberately misleading, with only $$$ on the brain and not the care of the customer. In order to win back consumers trust, as cliche as it sounds, honesty is the best policy. The clean beauty revolution gained huge traction during 2019, which is great, but brands jumped on the bandwagon too soon with no real idea of what it really means.
Consumers are demanding clarity & honesty. An ethical and transparent supply chain is just as important as the end product. This desire for transparency has allowed for brands such as HIGHR - an emerging business with the goal to be “the cleanest supply chain in beauty”.
As for existing brands, it is crucial to understand your audience and treat them with the respect they deserve. Beauty consumers are not clueless and gullible, they are sophisticated, educated and crave innovation.
When asked - Two-thirds of people said, “I would be interested in trying new products from other brands if they are natural,” and 59% agreed, “I would be interested in trying new products from other brands if they are clean.” New sustainable brands also attract the interest of 55% of those surveyed as well.Survey via Forbes.
2020, we are hoping it is going to be the beginning of the end for dated, untrustworthy brands.
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