Selling health and beauty products means creating a very real bond between company and customer. Shoppers have to trust these items, as the soaps, creams, shampoos, makeup and more are going to be applied directly to their skin and hair. Just as consumers are becoming more cautious and particular about ingredients in the food they consume, they're likely to give more scrutiny to heath and beauty items than ever before.
In many different industries, customers are using their access to information to look up ingredients and supply chain practices. If they don't like what they find, they may reject the finished items. Companies have to dive deep into their own processes to make sure they're producing goods they can be proud of. Then, they have to ensure that pride comes across in informative, clear and honest labels.
Beauty follows food's lead
Minnesota Public Radio's Marketplace pointed to a potential major trend in beauty for 2018: a reduction in synthetic ingredients in hair- and skin-care products. The same customer base excited about organic foods and simple ingredients in what they eat has begun to adjust priorities regarding other product categories. Items such as deodorant may soon have their labels take on a new level of importance, as shoppers scrutinize packaging more carefully, looking for trusted substances.
What types of chemicals may make consumers think twice? Marketplace named parabens, phthalates, formaldahydes and sulfates. Products that don't use these compounds, such as organic skin and hair care formulas, may be able to take a page from the clean labeling playbook and use their items' chemical composition as a major selling point.
A turbulent trend
According to Business Of Fashion, the rise of "clean" products in beauty has become a full-on trend, but one with some unresolved questions. For instance, some of the words being used to describe these new formulas are not closely regulated. This means companies may be applying them without regard to any firm guidelines. Too much use of terms such as "natural" could make the words lose meaning and value for consumers.
The health and beauty field is very different depending on where companies are selling their products. Business of Fashion reported that Europe has banned 50 times more ingredients than the U.S. has – 1,500 to 30. This free-for-all attitude, combined with the vogue for promoting simple formulas and clean living, has led to a complex marketplace.
Any health and beauty company going back to the label drawing board should ensure it has the technology to make its packaging look great. Check the Optimedia Labs store for top label printers in the U.S. or in Canada.