"According to Salsify's 2025 Consumer Research, 87% of shoppers now say they will pay more for a brand they trust over one they simply recognize. That distinction matters more than it might seem. Recognition gets a product noticed, but trust is what drives the second and third purchase."
"Research from the NPD Group found that 68% of consumers actively seek out skincare products formulated with clean ingredients, meaning they read labels and vet claims rather than just responding to packaging."
"A survey published by Dermatology Times found that 81% of consumers trust their dermatologist, while just 2% place that same confidence in a social media influencer. That's a 79-point gap."
"Before transparency became a competitive advantage, visibility was the entire game. Through the mid-2010s, beauty brands figured out something traditional advertising had never quite cracked."
Consumer preferences in the beauty industry have shifted significantly, with 87% of shoppers willing to pay more for trusted brands. Trust now drives repeat purchases, while 68% of consumers seek clean ingredient formulations. Recommendations from dermatologists are trusted by 81% of consumers, contrasting sharply with the mere 2% who trust social media influencers. This change emphasizes the importance of transparency and ingredient awareness in fostering brand loyalty, moving beyond mere recognition to building genuine trust with consumers.
Read at Miami Herald
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