Consumers Are Willing to Pay More For Brand Candor

Sixty-eight percent of consumers are expecting more transparency from beauty and personal care companies than they did 5 years ago.

A recent report from market research company, Pure Branding, titled "The ROI of Transparency," revealed insights on consumer beliefs, attitudes and behaviors about company transparency.

Specifically for the personal care industry, the report stated:

1. Twenty-one percent of study participants chose the personal care industry as most transparent, ranking third behind technology companies and food & beverage companies;
2. Forty-three percent rated personal care companies as extremely or very transparent. According to Pure Branding, this leaves significant room for improvement;
3. Sixty percent said there was a strong perceived relationship between personal care transparency and quality; and
4. Sixty-three percent of personal care users agree at some level that more transparent personal care companies are offering higher quality products than their competitors.