Nearly 4 in 10 consumers say they would switch to a new brand from a current preferred brand in favor of increased product transparency, and 73% of consumers would be willing to pay more for a product that offers complete transparency, according to a recent survey by Label Insight. The demand for transparency is clear, yet two of the most challenging categories in which to find information are those in which we come in contact the most - food and personal care products.
One brand who has answered the call is Unilever, and they have done so through their leadership in the industry-wide transparency initiative, SmartLabel™.
Largest SmartLabel Implementation in the Industry
Throughout 2016, Unilever has worked to provide transparency for their food and mass market personal care product brands in the U.S. and today they are leading the industry with more than 1,800 products SmartLabel ready. Learn more about Unilever’s commitment to SmartLabel here.
Fragrance Ingredient Disclosure through SmartLabel™.
Unilever will begin to voluntarily expand its current product ingredient lists available through SmartLabel™ this year to include the fragrance ingredients in a product’s formulation above 0.01%.
“What’s in our Products section” on UnileverUSA.com.
Unilever is launching a new webpage that provides additional product information, including its approach to developing safe products, explanations of ingredient types, answers to common questions, and access to SmartLabel™.
According to Kees Kruythoff, President Unilever North America, "Transparency is fundamental to running a sustainable business. Through SmartLabel and What’s in our Products, we are meeting the needs of our consumers who are increasingly mobile, online and actively searching for products that are made responsibly and sustainably.”
SmartLabel is industry’s leading transparency initiative, helping consumers easily access the detailed product information they seek. An initiative that has become increasingly important with today’s consumer, who places high value on transparent brands and authentic products.
But SmartLabel is more than simply a method for sharing additional product information. It also provides a new avenue for marketers to reach consumers, and to do so in a way that helps foster trust and loyalty. When purchasing food and personal care products, this level of trust and authenticity often begins with an explanation of ingredients and their origins.
“We believe this transparency initiative around fragrances and ingredients will help consumers know more about the products they use every day and build further trust for their favorite Unilever personal care brands,” said Tamara Rogers, EVP Personal Care, Unilever United States.
We look forward to more to come from Unilever US.
Interested in Learnings from Unilever's SmartLabel implementation? Check out our webinar - you can watch it on demand now!