The time when the masses believed what cosmetic brands said was true is over. Today, the trend is towards scientific proof, popularization and transparency. On the occasion of the 2023 edition of in-cosmetics Global (held in Barcelona from March 28 to 30, 2023), Andrew McDougall, Director of Mintel’s Beauty & Personal Care division, explained to an audience of beauty professionals how to meet consumers’ information needs.
75% of beauty addicts believe that the industry should provide more evidence to justify cosmetic claims.
Before buying a product, 15% of them get more information. “40% of Americans use TikTok to deepen their beauty knowledge. For them, this social network is full of educational content,” says Andrew McDougall.
To quench this thirst for culture, the expert recommends brands to show more about the manufacturing process or to collaborate with professionals able to give sound advice. “This is the case of CeraVe, which works with well-known dermatologists to raise awareness of certain skin problems.”
Find out all about the ingredients!
For the general public, it is important to understand the INCI lists.
73% of Chinese women (who are interested in cosmetics) say they like to know what a particular ingredient is used for in a formula.
53% of Americans want to have a better knowledge of active ingredients in order to better judge the effectiveness of a product. The general public is no longer seduced only by pretty packaging and a pleasant fragrance…
Better support for consumers
There is a plethora of cosmetic products on offer. It is sometimes complicated to know what to choose. “It is important that brands …
