What’s the truth about beauty products? The truth is, there isn’t enough independent research to support their claims. And there’s a lack of small, controlled studies, either. Government research entities are unlikely to fund big, double-blind, placebo-controlled studies of new beauty products, and companies don’t have much incentive to do small studies. But they can fund celebrity-endorsed products like the bird-poop face cream David Beckham uses.
Regulation
The federal government is weighing whether to regulate beauty products. The Feinstein-Collins bill would require more regulation of personal products, as well as more funding for the FDA. But the Hatch bill does not mandate such requirements. The Environmental Working Group, which advocates for more transparency and safety in beauty products, also supports the bill. It calls for a “balanced” approach to regulation. Specifically, it wants to make the FDA’s regulatory authority over cosmetics more effective.
In some countries, sunscreens are regulated as cosmetics, while in the United States, they are drugs. The FDA must approve sunscreens. Other cosmetic claims include skin protectants, pain relief, and hair restoration. Some are even classified as drugs, like products that treat acne or dandruff. It is important to check the legal status of the product before purchasing it. The EU also requires companies to comply with the safety and effectiveness regulations imposed on pharmaceuticals.
Ingredients
You may be wondering what are the ingredients in beauty products, but not every ingredient is equal. Some ingredients are safer than others. You can check the ingredients in popular beauty products by using a skin care ingredient checker. Several websites and apps exist that can help you determine the ingredients in your cosmetic products. Think Dirty, INCI Beauty, CodeCheck, Good Face, EWG Healthy Living, Skincarisma, and more.
The Personal Care Products Council (PPC) is one of the largest trade groups in the industry, and their Cosmetics Ingredient Review, formed about 40 years ago, reviews 300-500 ingredients annually. The PCPC, which includes some of the biggest beauty conglomerates in the country, has accused the Cosmetics Ingredient Review of passing judgment on ingredients without scientific data. EWG, however, partly relies on the data that the Cosmetics Ingredient Review produces.
Co-branding
Many successful Chinese brands have collaborated with celebrities and other top brands, creating co-branded beauty products. These collaborations are a good fit for their image, as they drive traffic and seed the name in consumers’ minds. These brands can also collaborate with other industries for additional benefits, such as raising awareness of their products or partnering with non-profit organizations. A recent example is CoverGirl, which partnered with the Star Wars franchise to sell limited-edition makeup with the iconic character of the movie.
Another benefit of co-branding is the increased marketing budget. Depending on the nature of your business, co-branding can double your marketing budget. Besides that, you can take advantage of the other company’s resources and get more creative with your marketing efforts. This method can help you boost your market share and increase your return on investment. Just make sure that you choose your partner carefully. The results of co-branding are worth the effort.
Shelf life
The shelf life of beauty products depends on the ingredients and preservatives. Harsh chemical preservatives can cause skin irritation and dryness, so choose food-grade preservatives instead. Oil-based products have longer shelf lives. Read the ingredients label to get a better idea of what you’re getting. It can make a huge difference in the shelf life of your products. If you don’t have the time to buy a new makeup product every day, consider investing in a natural line of skincare.
Expiration dates aren’t just for the sake of safety. Most beauty products will look great even if the expiration date has passed. In fact, 70% of women regularly use products that have reached their expiration dates. This is a serious issue, because the naked eye cannot tell when products have gone bad, and they often do so in closed containers. Expiration dates should be a guideline and not a rule of thumb. More information on korean beauty store, can be found here.
Data collection
The latest technological advances are enabling beauty brands to analyze consumer preferences and use data sciences to make their products better. For example, a high-end cosmetic brand’s supply chain ranks ninth globally with sales in 190 countries. Big data from online users such as Gen Z makes it easier to collect information about the makeup preferences of a consumer. By analyzing consumer behavior and purchasing patterns, brands can optimize all processes and create better user experiences.
While there is no definite answer to how consumers use beauty products, data analytics can show the beauty industry new opportunities. With data-driven customization, big brands can remain relevant to younger consumers while stopping market share concessions to startup beauty companies. Data sources such as user-generated datasets can also help beauty brands identify new target audiences. For instance, Chinese men may purchase products geared towards this market. The emergence of user-generated datasets is a growing trend for beauty brands.
Influencer marketing
Brands that want to maximize the impact of influencer marketing for beauty products need to consider their overall goals. For example, is the goal to build brand awareness, or is it to drive sales? Brands must remember that 65% of consumers will purchase a product after hearing a review from an influencer. Using social media to build brand awareness and engagement is crucial, and influencers can play a key role in this process.
One of the best ways to leverage influencers is to meet them where they are, and help them through the buying process. For example, an over-the-counter acne treatment could partner with an influencer at different stages in the healing process, suggesting treatments and tips that will help them see visible results. In this way, the patient can credit the brand with their improved skin and become a loyal customer. Ultimately, this is a win-win situation for both the brand and the influencer.
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