According to the Cosmetics Design of North America, 63-65% of women between the ages of 18-54 check the ingredients listed on skincare labels before purchasing products. For this reason, it’s increasingly important for brands to be as transparent as possible about what’s in their product’s formulations. What’s more, we’ve noticed brands that educate consumers and help decode technical information are the ones topping the charts. The relationship you build with your audience as a beauty brand matters. In this blog, we’re sharing eight tips you can share with your target market to earn their trust and transform them into loyal customers.
At the heart of every skincare label is the ingredient list, or the IL. Ingredients are listed in descending order by their concentration levels. Hence, the first few ingredients listed are the most potent. These are considered the “active ingredients” of the product’s formulation. Accordingly, look for active ingredients that target the skincare concerns you’re looking to address.
There are four main categories of ingredients:
Especially if you have allergies or sensitive skin, you’ll want to watch out for ingredients that might agitate your skin. Common allergens include:
To ensure a product won’t cause irritation, look for products that are labeled “fragrance-free” or made for sensitive skin.
It’s always better to be safe rather than sorry, right?
If there’s an ingredient listed you don’t recognize, do yourself a favor and google it. Do a quick internet scan for digital resources, dermatologist opinions, and reputable blogs that can give you some context on what potential benefits/risks the ingredient poses. To that end, making informed choices about the ingredients in your skincare products will ultimately lead to better results.
The biggest conundrum in the beauty industry is the muddiness that surrounds marketing claims. Often times, skincare labels will feature buzzwords and catchy phrases like “natural”, “organic”, or “hypoallergenic” that might sound appealing, but have not actually been verified as such. Thus, it’s important to note that these buzzwords don’t guarantee safety or effectiveness of any given product, giving you even more reason to further understand the ingredients listed.
Skincare products do expire, and the shelf life for different types of products will vary. Using expired products can lead to ineffective or unintended results. To avoid this, scan the skincare label for the Period After Opening (PAO) symbol, which indicates how many months the product remains usable after opening. Subsequently, take note of the expiration date if one is provided.
Primary packaging can directly affect the stability and efficacy of a product. For example, ingredients like retinoids and antioxidants are sensitive to light and air, so these types of products should have opaque, airtight containers.
Before applying any new skincare product to your face, we recommend doing a quick patch test on a discreet area of your skin (like the inside of your forearm) to check for any adverse or allergic reactions.
In conclusion, knowing how to read skincare labels properly is a skill that will empower your customers to have agency over their skin’s health. In turn, teaching them to do so with the tips provided above will allow them to build trust in your brand and plant the seeds for them to become long-term, loyal customers.
