The collective human “We” have been through a lot over the past few years. A global pandemic, economic uncertainty, and political divisions have taken their toll on how we work, live, play and, of course, spend. According to a recent Accenture study, “72% of consumers say external factors such as inflation, social movements and climate change are impacting their lives more than in the past” and “60% of consumers say their priorities keep changing as a result of everything going on in the world.”
A 2019 article on Forbes.com examined the shift towards people aligning how and what they consume with their values. “This quest …is not a fad, it is a generational shift, driven by but not limited to Millennial and Gen Z consumers.” The same focus on healthy, sustainable, effective ingredients in the food industry is spilling over into the personal care market as well.
At the same time, the 24-hour cable news cycle and the proliferation of digital “experts” constantly competing for attention cause confusion about product and ingredient safety, efficacy, and sustainability. In response, consumers have turned to the one source they trust to keep their best interests in mind – themselves. How can brands empower consumers to make informed, values-centric purchase decisions?
Ingredient Transparency for the Win
The wide range of environmental, social, and product safety concerns makes meeting consumer needs even more challenging. People care about differing impacts at varying levels and in a near-limitless number of combinations. Broad terms such as “sustainability” may have different meanings, depending on the audience. Some may be more concerned with a product’s packaging while others focus on naturally sourced, organic, and vegan products. In today’s hyper-personalized market, all are relevant and valid.
So how do brands remain authentic while empowering conscientious consumerism? The Accenture study concluded that it all comes down to simplicity: “[Consumers] are drawn to anything that cuts through the noise and makes their decision-making—and their lives—easier. Businesses that want to stay relevant need to find ways to clear the path for consumers to walk easily.” One way brands can help buyers cut through the noise is with a compelling and transparent ingredient story.
Holding Out for a Hero (Ingredient)
Affinity-inducing hero ingredients can take many forms. For some brands, it’s all about benefits – think Retinol, hyaluronic acid, or Niacinamide. For others, it could be natural ingredients that are sustainably produced (water-wise, soil-friendly) or that create a social benefit for local communities.
There are many successful examples of exciting ingredients serving as the basis for a product, product line, or even an entire brand. Josie Maran, for example, learned of Argan oil through a chance encounter, which inspired the development of her first skincare products and eventually propelled the brand into color cosmetics, body care, and hair care – while building a community around the brand and the ingredient.
For Coola, a popular sun care and skincare brand, it’s all about their Plant Protection® complex – a proprietary blend of natural ingredients including Meadowfoam Seed Oil and Prickly Pear Extract that helps nourish the skin while fighting free radicals. What’s important for brands is to choose an ingredient or combination of ingredients that align with the brand’s mission and values.
The good news is that ingredient transparency is not about perfection, but it does require honesty. Greenwashing or over exaggerating claims are both surefire ways to get into trouble. Third party rating and certification organizations may provide some insights and supporting documentation, and raw material suppliers themselves can help brands by providing sourcing, manufacturing, and supply chain information.
For example, Natural Plant Products (NPP) produces specialty seed oils and extracts, which requires sustainability addressing throughout the product lifecycle, from the farm through processing and distribution. Ingredient story highlights of Meadowfoam Seed Oil include:
· No-till farming reduces fuel use by an estimated 40% vs traditional farming
· Our raw materials come from low-input rotational cover crops, eliminating the need for a fallow year on our member farms which helps control erosion and protect surface water
· Meadowfoam grows in Western Oregon during the rainy season, eliminating the need for irrigation
· NPP recently brought our extraction process in-house and closer to the farms, reducing the carbon footprint of our supply chain
While off to a good start, there is still work to be done. Upcoming initiatives include documenting our social equity policies, maintaining/improving relevant 3rd party certifications, and creating opportunities to understand the NPP story through in-person and digital experiences – and we look forward to sharing our journey along the way.
Visit https://meadowfoam.com to learn more about our natural ingredients and how including Meadowfoam Seed Oil XPR and Daikon Seed Extract in your formulations can help support your brand’s ingredient story.