As consumers increasingly demand to know what ingredients are inside the products they buy, P&G have taken the next step in its sustainability journey by vowing to share all fragrance ingredients.
A study conducted by Nielson recently discovered that 73 per cent of consumers feel positively towards brands that share the full ingredient information on its products; and another study by Label Insight discovered that 49 per cent of women said they would pay more for a product that contains ingredients they understand or recognise.
When purchasing the likes of shampoo, soap, and moisturisers the all-encompassing term “fragrance” is usually used; however, in a natural beauty-friendly move, Proctor & Gamble has announced that it will begin sharing all fragrance ingredients for products online by the end of 2019.
P&G chief technology officer Kathy Fish spoke on the change, saying: “Our goal is to give people information that is clear, reliable and accessible. This is another step in our sustainability journey toward enabling consumers to make informed choices.
“We’re providing more information about fragrance ingredients because we believe this will build even greater trust in the quality and safety of all of our products.”
