Two-thirds of women want more transparency for ‘Clean’ beauty brands

Jun 8, 2020 | E-commerce and E-retailing, FMCG digital marketing, UK

Two-thirds of women want more transparency for ‘Clean’ beauty brands
Women are demanding greater transparency when it comes to the labelling of ‘clean beauty’ products, according to new data.

The study, from Influenster, a Bazaarvoice company, which gathered insights from 24,000 women globally ahead of World Environment Day.

Once seen as a niche trend, clean beauty has seen a surge in appeal in recent years, 9 in 10 women more inclined to buy a product made without chemicals.

The insights reveal that:

  • Power of labelling: Cruelty free (62%) and hypoallergenic (36%) are the ‘clean’ label claims women pay most attention to
  • Ingredient information: 61% of women feel brands claim products are ‘clean’ without detailing why leading to a perceived lack of transparency on ingredients
  • Alternative research: Only 19% refer to brand websites to research clean beauty, instead relying on product reviews  (33%), social media (26%) and Google (25%).
  • Advertising trust: Just 1% of women rely on a brand’s advertising to educate themselves on clean beauty or product ingredients.

Cruelty free (62%) and hypoallergenic (36%) are the ‘clean’ label claims women pay most attention to, but almost two thirds (61%) of women feel brands claim products are ‘clean’ without detailing why. This is leading to a perceived lack of transparency from brands on ingredients.

Foundation of trust

Many women (69%) are instead seeking out alternative information sources to identify specific ingredients which might be good or bad for them. Only 19% refer to brand websites to research clean beauty, instead relying on product reviews from fellow consumers (33%), social media (26%) and Google (25%).

When it comes to gathering information regarding specific product ingredients, over half (51%) turn to Google, whilst almost a quarter (22%) utilise product reviews. Just 1% of women rely on a brand’s advertising to educate themselves on clean beauty or product ingredients.

Suzin Wold, SVP Marketing at Bazaarvoice, comments, “World Environment Day celebrates nature and shoppers’ greener choices. While the beauty industry is technically self-regulated when it comes to clean products, retailers are struggling to find a consistent set of standards that provide consumers with a full understanding of clean beauty. As a result, women are turning to other women to learn from “like me” product reviews and social media posts.”

The impact of Covid-19

The current pandemic has caused a shift in shopping behaviour, with women now favouring availability and cost when making purchases over quality and brand name. However, 68% are still committed to reading ingredient labels prior to purchase, and 43% are still prioritising clean products for some purchases.

Wold continues, “Covid-19 has changed many consumer behaviours and women are buying what is easily accessible right now. However, there is still a clear appetite for clean products and brands have a responsibility to share information so consumers can make informed purchases. 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.”

Methodology

Influenster gathered insights from 24,000 women globally in its membership network across series of surveys that ran from March 13th-April 27th 2020.

www.bazaarvoice.com.

 

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