As the book written on The Science of Communicating Science explains, SciComm is “a variety of practices that transmit scientific ideas, methods, knowledge and research to non-expert audiences in an accessible, understandable or useful way.” And that is such a beautiful thing we in cosmetic chemistry get to share with our customer base. Consumers have dubbed themselves as “skintellectuals”, which is a cute way of saying they are taking the time to investigate the ingredients that go into their skin care products. In fact, 75% said they request more information from brands about product ingredients and benefits. Many consumers however have surface-level knowledge of those ingredients and how they will address their individual skin care needs. We at Azelis aim to help you align their needs with ingredients better suited through proper communication of the science behind them!
According to Businesswire, amid the COVID-19 crisis, the global market for Active Ingredients for Cosmetics is estimated at US$3.5 Billion in the year 2022 alone, and projected for $4.3 Billion by 2026, so we will start right there.
Let us break down the science of Actives and how they translate to efficacy, value, and trust from your consumers even while we face yet another recession; and how communicating the right things has the potential to lead to brand loyalty for you.
As we address consumers’ hunger for simplicity, transparency and efficacy, or more directly put; the concern for stripping away ingredients that is the “Express Lane of Personal Care” dubbed clean beauty. We must actually address that minimalism or simplicity doesn’t mean ineffective, on the contrary, it relies more on the efficacy of the ingredients which are responsible for the claims that interest your consumers.
For this reason, brands are navigating this hurdle by quantifying the INCI deck, similar to the more digestible labels of food products (no pun intended). This can be more related to the Pharmaceuticals industry in which an active ingredients section is stated on the label.
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