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Stacking Up Your Claims: Transparency & Substantiation in the New Normal

60m

October 7, 2021
October 7, 2021
68% of consumers say they would be willing to pay more for a skin care product that is proven to be effective — but what does that mean to consumers, and how do you communicate it? For brands today, the devil is in the details — but so is the lifelong customer. For brands with intricate supply chain operations and as many information gatekeepers, having the depth of knowledge consumers require can seem an impossible task. Dive into conversation with Denise Herich, co-Founder and Managing Partner of The Benchmarking Company, a consumer market research firm specializing in Beauty and Personal Care, and Kevin Cureton, Chief Operating Officer of Solésence, a contract manufacturer that prides itself on total transparency in its partnerships, with the end goal of supporting brands through the transparency that consumers crave. We'll Discuss: - What is transparency in the new normal? - Commercializing claims - Pathways for validating and substantiating claims