A new study has found that two thirds of women are demanding greater transparency when it comes to ‘clean’ beauty products, as reported by Cosmetics Business.
The survey, which was carried out by Influenster and Bazaarvoice, has revealed that more than 60 per cent of women believe beauty brands that claim to be ‘clean’ do not detail why. And according to findings, 90 per cent are inclined to buy beauty products that are ‘clean’, causing consumers to look elsewhere for product information.
More than 30 per cent of women surveyed were found to turn to other consumers for product reviews. For Aussies, the country's biggest beauty review website, BEAUTYHEAVEN is where local consumers turn to. Additionally, 26 per cent use social media and a quarter look for answers from Google.
“While the beauty industry is technically self-regulated when it comes to ‘clean’ products, retailers are struggling to find a consistent set of standards to provide consumers with a full understanding of ‘clean’ beauty,” said Bazaarvoice senior VP of marketing, Suzin Wold.
“As a result, women are turning to other women to learn from ‘like me’ product reviews and social media posts.”
Despite shifts in consumer behaviour during COVID-19, 43 per cent of shoppers are still prioritising clean beauty for some purchases, according to the study.
“If brands can communicate that their products are good for the environment they can win loyalty, not just during the pandemic but beyond and tap into the community of ‘clean’ beauty customers who are spreading the word about these products,” said Wold.
Clean beauty brands BD recommends having on your radar:
