Consumers begin to question the credibility of claims
Over 30% of consumers are concerned about the credibility of natural and organic claims made by cosmetic brands despite the high demand for natural make-up, says business analyst Datamonitor.
New launches of mineral make-up have increased enormously in the last few years; there were nearly 160 launches in the US alone in 2009, with varying levels of mineral content.
“With no official validation for mineral make-up, consumers will start to become sceptical as more and more brands launch make-up with mineral claims,” says Vicky McCrorie, consumer insights analyst at Datamonitor. “Therefore only the brands which have build the strongest trust with consumers like Bare Escentuals will continue their success.”