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Maintaining Customer Trust Is Crucial As Mineral Make-Up Products Proliferate

May 27, 2010: 03:21 AM EST
As more and more mineral make-up products arrive in the marketplace – there were 150 product launched in the U.S. alone in 2009 – cosmetics firms need to be sure they are not diluting public trust with inferior products. Datamonitor says, for example, that new products with low mineral content could end up being harming the credibility of the market category. With big companies like L’Oreal and Estée Lauder entering the market, competition is growing intense. Companies need to maintain customer trust by being completely up front about product ingredients and their benefits. Companies successful at building and maintaining customer trust have used tactics like selling mineral make-up products through the QVC shopping channel and infomercials, and by creating a presence on social media sites like Facebook.
Katie Nichol, "Consumer trust vital for mineral make-up brands in competitive market", Cosmetics Design, May 27, 2010, © Decision News Media SAS
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