Misinformation in skin care at an all time high, and it continues to erode consumers' trust in brands and the industry. 44% of US skin care users don’t trust the claims skin care brands make, according to Mintel.
As the industry tackles wider issues around skin care misinformation, brands will also need to work ever harder to prove they can be trusted.
This fourth insight in March's skin care trend series explores new approaches that can help to address this ongoing problem
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