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Why do consumers mistrust claims made by beauty brands?

24 : 05 : 2017 Beauty : Branding : Retail

We spoke to Millie Kendall and Anna-Marie Solowij, co-founders of BeautyMART, Dominika Minarovic and Elsie Rutterford, founders of Clean Beauty Co, and Jenmon Yuen Jenkins, new business and insights director of Spring Studios, about why they think consumers are increasingly mistrustful when interacting with beauty brands.

People are no longer just buying into a product, they are buying into a brand world and they hold the brand to a much higher value.

Jenmon Yuen Jenkins