More beauty, supplements and wellness brands have started conducting studies of their products to earn shoppers’ trust. Now, they’re folding those findings into their marketing to boost consumer confidence — and, with it, sales.
For instance, Elix, a hormonal health brand, has conducted two Institutional Review Board-approved studies since 2022: one about how its Cycle Balance product eased people’s premenstrual syndrome symptoms and another about how its Cycle Balance and Daily Harmony products helped people’s polycystic ovary syndrome symptoms. After publishing the results of its first study, the brand saw a 55% increase in new subscribers for Cycle Balance. By the end of six months, “we pretty much doubled the [entire] business,” Elix founder and CEO Lulu Ge told Modern Retail. The brand is promoting the launch of its latest study via a series of Instagram Live interviews and a social media campaign about PCOS.
Meanwhile, supplement brand Ritual has conducted studies on products, including its Essential for Women 18+ multivitamin, HyaCera skin supplement and Sleep BioSeries melatonin supplement. Sharing these results in marketing “has helped us become one of the most trusted brands for women’s health,” Ritual founder and CEO Katerina Schneider told Modern Retail. Ritual is on track to exceed $200 million in revenue this year, per WWD.
Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.