Every business strives to build a loyal customer base, but for start-up businesses especially, there is an inherent pressure to draw in new customers and keep them coming back for more. How do you incentivize consumers to try your product or service and then encourage their repeat business? We start by implementing a model of transparency in order to earn the trust of our subscribers and build sturdy, lasting relationships with them.
Our company, From the Lab, is a beauty subscription service founded on the idea that women should know exactly what’s in their cosmetic products, and although we have only been around for just over a year, we have established a following of many long-term subscribers because of our transparency model. According to this model, we do not simply offer information, we provide our customers with a clear understanding of the entire process our products go through before they reach consumer hands each month.
With many companies continuing to include harmful chemicals, such as parabens and phthalates, in their beauty products, we understand that most women do not want to risk trying a new product unless they have confidence in the quality of the brand. As a new beauty company developing and releasing our own products, it was crucial for us to generate trust with our subscribers from the outset. That is why it has been so important to us from the beginning to only work with the top cosmetic labs from around the world, the very same labs where major retailers purchase their formulas and actives, and then fully disclose our ingredients along with the process of how we select the beauty products we distribute.
In an effort to not only educate women about what they are using, but also to encourage well-informed shopping, we disclose every ingredient that goes into each of our products. In fact, our selections come with a full-size, informative pamphlet detailing and explaining each active ingredient – not a simple laundry list of ingredients that most women do not understand.
Many beauty lovers have praised our informative approach to each product, proving that clarity will get you more than just clear skin. The effectiveness of transparency is by no means limited to the beauty industry, though. Consumers across different industries are certain to be appreciative of companies that offer full and honest disclosure about their business approach and process.
Thanks to the internet, the availability of information at people’s fingertips has made consumers more aware, and more concerned, about what they are buying and using. Providing as much information as possible is a sure-fire way to earn consumer trust and keep your customers coming back for more.
