Conscientious Claims by Cosmetics & Toiletries

Testing Tactics in Hair: Consumer Perception Before Formulation

The hair care industry has changed more over the past decade than any other. This is not a consequence of new technological advancements, but instead relates to the increasingly rich, new Information Age. The rise of the internet has been accompanied by now commonplace phenomena such as online sales and marketing, social media, webinars, blogging, influencers and so forth that have forever altered the world in which we operate.

Perhaps most notably, smaller companies and start-ups no longer need to battle established incumbents for shelf space at traditional retailers. Products can be sold via online stores with no such space restrictions and directly ordered from snappy, attention-grabbing websites. Social media can be a powerful new source for marketing and advertising and subsequently, it becomes possible to successfully build brands in a manner that is different from the past.

Yet this Information Age can similarly cause headaches, wherein the hair care consumer can find it difficult to process and translate the vast quantities of information (and misinformation) that exists in the cyber world. Accordingly, some strange ideas can take hold and even grow within the environment.

But this new world does not rewrite the rules when it comes to ethically and legally communicating product benefits to consumers. These new outlets do not preclude such smaller companies from abiding by the rules, and all companies must ensure that communication messages and advertising claims are effectively authenticated.

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Published by Cosmetics & Toiletries , April 2020