What is the key to a successful business? This is the million dollar question that entrepreneurs and business owners ask themselves every day. The answer is simple: consumers.
Consumers drive the sales of businesses and play a vital role in profit margin success. The biggest trends in consumer preferences of 2020 include a backlash against chemicals, a desire to pay for sustainable products, and clean and transparent production methods.
A strong study surveying 2,000 customers found that 94% of all consumers were more likely to be loyal to a brand that commits to full transparency. Customers want to know everything about a product. Transparency is the best way to approach conscious consumers of 2020 and the easiest way to establish the trust of lifelong customers.
Frederic Fekkai and Kate McLeod are environmentally conscious entrepreneurs who are dedicated to brand transparency. This means they are upfront about what is in each and every one of their products and steer clear of using any secret ingredients. Their individual stories speak to their success in maintaining sustainable business models and the trust of their customers.
Would I buy that? This is the question Frederic Fekkai asks himself every day as he works to maintain an environmentally friendly hair care brand. His formulas are vegan and cruelty-free. They are also free of silicones, sulfates, phthalates and parabens. Fekkai packages these thoughtful formulas in post-consumer plastic and are domestically-sourced. Fekkai believes his products “should be as restorative to the planet as it is to our hair.”
The Fekkai brand upholds complete transparency as they are proud of what they do, what they stand for, and their goals to create a more sustainable future through eco-friendly beauty products. “[A business mission statement] has to be true and transparent. Real, authentic, and meaningful,” explains Federic.
Kate McLeod would agree with this statement as an entrepreneur of her own eponymous, sustainable self care brand of unique, moisturizing body stones. As a former pastry chef in both London and Paris, Kate used her knowledge to create safe recipes for her body stones, many of which were inspired by her favorite pastry recipes. Kate uses just five core ingredients that can be found in the cupboards of your kitchen: sweet almond oil, avocado oil, cocoa butter, apricot kernel oil, and fractionated coconut oil.
“Your skin is your largest organ. 60% of what you put on it will soak through within the first 30 – 40 seconds of application. While you might not be putting it directly in your mouth, you are ingesting it,” said Kate.
As drug stores have become a primary place for people to buy beauty products, consumers have fallen subject to the harsh chemicals filled in many of the bottles on the store shelves. However, business owners like Fredderic Fekkai and Kate McLeod have lifted the curtain between producers and consumers. They have deconstructed their products for their customers, proudly listing their ingredients, all of which are safe and healthy for the body. In return, consumers are able to trust the effectiveness of the product and the brand’s sustainable mission.
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