The skincare industry has grown over the past few decades. However, with time, many things have changed, starting from the consumers themselves. There was a time when people used to buy things without doing their research, but in today’s world, consumers want complete transparency, which is why they make up their minds about buying the right products.
We live in an era of information about skincare, and among women with a morning skincare routine, three-quarters (74%) use at least three products. So, as a skincare brand with an organic approach, Shâwelle believes transparency is the key for modern consumers when choosing the right products.
Here’s why…
The Importance of Transparency
Source: Iberchem
Modern-day skincare consumers are different from what we had in the past. Gone are the days when humans used to follow each other like sheep, and thanks to the informational era, everything is available at the fingertips thanks to the internet.
Consumers, especially Gen Z ones, demand complete transparency, accountability, and authenticity from brands. That's why, at Shâwelle, we have a whole page dedicated to explaining the ingredients and methods that we use.
This modern-day shift towards conscious consumerism is due to a plethora of reasons, including the ingredients’ safety awareness, a need for personalized products that work on specific skin types, and avoiding the betrayal that traditional advertising caused to the consumers.
Hence, this gave birth to many modern brands that are transparent about what they add to their products while providing concrete evidence of how each ingredient will react to a consumer’s face. But so far, we have only touched the tip of the iceberg, so let’s get deep into this topic, which could change many skincare brands’ identities and move them toward success.
1. Transparency Builds Trust
We humans trust what we see and what we hear. But when two things are added, it gives birth to transparency, which is the purest form of transparency. You see, the modern-day market is saturated with skincare options. It seems like all the influencers are also launching their skincare products, and many times, due to poor research and false claims, they can ruin a person’s trust in a particular brand.
That’s where the power of transparency comes in; when brands are transparent and honest about their procedures, products, and values, customers tend to choose them more. That’s why the organic skincare market is growing: it’s not as harmful as putting a bunch of chemicals on your skin. As a skincare brand, we care about our customers’ skin and health, and if they are winning, we are winning as well.
In other words, transparency is not just about providing random information, but it’s about building a long-lasting relationship with the customers. According to a study, 60% of people stated that they believe trustworthiness and transparency are the most important traits of a brand, surpassing all other traits.
2. The Power of Personalized Skincare
There was a time when companies used to push out one-size-fits-all products, but those are just getting obsolete. Slowly but surely, modern consumers realize that everyone’s skin is unique, and there are brands that are offering personalized solutions that fit their specific concerns.
For example, our Active Serum caters to oily, acne-prone, and sensitive skin types, and when consumers find a product like this, they feel close to the brand and ultimately choose it compared to other general ones. To make it interesting, transparency plays a huge role.
Customers want to know how a specific product will work on their skin type and concerns, which would ultimately make them choose the right decision. Moving back to our Active Serum, we have mentioned the exact ingredients and the effects that consumers can feel once they choose our products.
The same is true for all our other products, and by caring about our customers and being transparent to them, we put trust at the forefront of our business. This way, instead of having to navigate through the tough terrains of thousands of skincare products, consumers can only choose the one that is specific to their exact product.
3. The Problem of Misinformation
Greenwashing is a term that is often used in today’s skincare narrative. You see, in this saturated market with hundreds of thousands of skin care options, companies are making false claims about their products, laying out effects that are not even real. This is also true when they make a product and claim false environmental and health benefits of it.
So, when it comes to brands that are transparent, consumers feel much better knowing that they are getting what the company is actually claiming. How does that happen? By showing evidence, research, the processes, and educating the consumers on how your approach is different from thousands of other brands.
By giving consumers clear information about your products, ingredients, sourcing, and maybe even the manufacturing process, we can maximize the trust between consumers and the brand, ultimately helping with the brand image.
At Shâwelle, we love our customers, and we do our best to educate them on every single relevant subject. For example, we use ingredients at maximum effective concentrations without incorporating any fillers or bulking agents.
For brands that do, they usually don’t talk about these details, which becomes the topic of misinformation.
4. The Rise of Information
The internet has made access to information quite accessible for almost everyone. Almost everyone knows the benefits of some key natural products like Aloe Vera or Jojoba Oil and this information can be found on social media while we are scrolling our TikToks.
Online communities, beauty blogs, and various social media platforms have a plethora of information which ultimately allows consumers to educate themselves with things like allergies, irritants, and what type of product is better for their skin.
So, the next time they pick a product, they are going to ask certain questions about the stuff that they’re buying. This is one of the reasons why transparency should be at the forefront of skincare businesses: consumers are going to ask about it.
Instead of solely depending on the brand image, skincare brands need to go above and beyond to ensure that their customers will not just buy their product but also experience their brand.
Final Verdict
The world of skincare has evolved to an interesting degree. Consumers are well-educated about the dangers and benefits of certain products and ingredients. So, they make informed decisions, which can only be made if a skincare brand is transparent about its products.
At Shâwelle, we love going above and beyond to explain to you our way of making products. All of our products can be found here with tons of research and data on the product pages.
