Simple addresses misinformation in skincare industry with new report

Simple is calling for a more straightforward skincare industry as it uncovers the challenges consumers face around misinformation and over-complication in a new report.

The Simple Truth report includes findings on misinformation in the skincare industry, highlighting where confusion stems from, social media’s role in spreading information and misinformation, and the change consumers desire.

The research and analysis behind the report was designed by Beauty SEEN on the brand's behalf, whilst the fieldwork was conducted by Savanta Group among 2,003 UK-based skincare consumers aged 18+.

The report revealed that 79% of participants feel overwhelmed by the skincare industry. Additionally, those with sensitive skin appear to be more affected, with 84% reported feeling confused by skincare.

Other key findings include:

• 30% of participants expressed a preference for a straightforward, easy-to-follow skincare routine with minimal steps.
• 62% of 18–24-year-old participants revealed that they primarily rely on social media for skincare advice and inspiration.
• 87% of participants want to see positive changes within the beauty industry, with 62% expressing a desire for skincare formulations and benefits to be more accessible and comprehensible.

Following the report, Simple said it will provide the guidance needed to "empower and enlighten the consumer in a straightforward way".

As part of this, the brand will prioritise collaboration with influencers who share its values and strive to convey The Simple Truth in the content they create.

It will also drive straightforward communication with consumers, providing them with "concise and honest" information about its products.

Magali Giupponi, Global Brand Lead for House of Naturals and Simple, said: "We commissioned this report because we wanted to understand how people feel about the skincare facts they are exposed to. We wanted to know what changes they wished for.

"Consumers deserve access to the facts and information that will help them make an informed choice about what works best for their skin."