QUESTION: Consumers are increasingly demanding greater insight into what their products contain, especially as the link between specific cosmetic ingredients and health issues become more apparent. What challenges does that bring to brands? And what onus does this heightened consumer knowledge place on salon professionals?
LEARNING: TRANSPARENCY IS HERE TO STAY. ACCESS TO INFORMATION WON’T GO AWAY, BUT RATHER WILL HEIGHTEN. BRANDS NEED TO BE OPEN AND HONEST, AND TO COMMUNICATE WELL WITH SALONS. EDUCATING SALON STAFF IN REAL-TIME WILL ALLOW FOR THE PROVISION OF THE BEST SERVICE POSSIBLE FOR THEIR CLIENTS.
Jodi Ayre said it’s firstly the brand’s responsibility to support skin therapists in understanding what as a brand they’re working with.
“Consumers have information at their fingertips; it’s all on the web and they’ll do their own research, developing their own decisions.”
Shellie Pearson said it’s great that clients are becoming wary of what’s in their products and what they’re applying to their skin.
“From my point of view, it’s making sure as a clinic owner that I’m educated and that my entire team is educated as well.”
Michelle Reeve said clients want balance between efficacy, pure skin nutrition, intensity, and then safety and cleanliness at the same time.
“As a formulator, my personal philosophy is ‘how comfortable am I putting this on my skin when I’m choosing ingredients to include in a formulation?’”
Lisa Zwart said transparency builds trust and that’s what we need to gain.
“People buy from someone who is knowledgeable… it comes back down to training, essentially.”
Beth Charlton said she feels it’s her responsibility to educate her therapists on her products and to ensure they’re across the active ingredients and the other ingredients that could be supporting that particular active as well.
“From a rep’s perspective, clients are very savvy now… they ask lots of questions.”