The expanding array of skincare and wellness products is fostering a growing consciousness among consumers. When it comes to natural products, individuals are seeking transparency and proof. This is prompting brands to step up accordingly. Let’s delve deeper into how Brillare is leading by example.
India, as a country, has a deep-rooted belief in the power of natural ingredients. Growing consciousness of well-being has also led to people actively shifting towards natural and organic products. This shift in consumer behaviour has resulted in a growing number of brands and products claiming to be packed with natural ingredients.
In today’s time, the consumer is cognizant and wants clarity about what goes into the products they use. They are more willing to learn about ingredients and actives in a product. While consumers are leaning towards natural products, they are equally conscious when choosing the product based on ingredients. With rising choices, there’s a rise in concern about what is and is not in a product. Ultimately such a rise in awareness is putting brands under greater consumer scrutiny.
Brillare believes in the power of the natural ingredients
Personal care and skincare brand Brillare offers products with a completely natural composition of ingredients. They formulate products without any chemicals and water dilution. Vidhi Arya from Professional Beauty India spoke to Jigar Patel, CEO at Brillare. He was asked about his enthusiasm for making natural products despite a common belief that natural ingredients impact slowly.
Responding to this, he explained, “Everybody knows that results derived from certain synthetic chemicals may be good for the short term but in the long run, you require a natural nucleation which you can carry forward for the rest of your life. Skincare and hair care are not one-day affairs. You would want a better resource or a serum or an oil or a shampoo to benefit you and to be there on your side for the rest of your life. So you better choose natural products which are made from the right amount of ingredients.”
The importance of formulation
Brillare’s formulation is based on the science that just the right ingredients are not enough to render the desired results. It is imperative that the ingredients are in the right quantity too. They believe that to make natural ingredients work their magic, a brand requires unmatched formulation skills and an unshakeable belief in nature.
Jigar Patel explained, “I will give you a small example. Say you take a glass of water and you add one drop of lemon to it. Now technically, you can call it lemon juice, because there is at least one drop of lemon in it, right? But, if I tell you that you are going to get a lot of nutrition from that lemon out of this juice, that is not right.”
He further added, “Cosmetics industry is a dream selling industry where, for namesake, people say their products are natural. They say the product is a fruit-based product or a flower-based product but they don’t add that particular ingredient in a sufficient amount to show results. This is mainly because of two reasons: first, it increases the product cost. The second reason is that it is difficult to emulate a product with that much amount of active ingredients. So. I think these are the two challenges we set out to answer. If we have natural ingredients in the right amount. Then obviously it is going to work wonders.”
Further, Vidhi also spoke to Shradha Tiwari, CIDESCO-certified skin care instructor and Technical Trainer at Brillare. She explained, “Most of our products have 0% water or chemical dilution and are completely preservative free. So, we stand out in the market with our ingredients as our USP. Quick-fix results through chemical and synthetic are not good for hair and skin in the long run. So with Brillare, we will take you through natural healing. For example, we believe in imparting a healthy glow rather than whitening.”
The 100% transparency campaign by Brillare
Brillare claims to have caught the nerve of the consumer consciousness and has stepped up to ‘change the status quo’. The brand believes that the concept of greenwashing prevails in the beauty industry. While some brands promise to offer completely natural ingredients and they look and feel natural, they are not natural. To change the narrative, Brillare decided to launch a campaign that mentions all of its ingredients on the packaging.
With this campaign, the brand wants to shift the focus of the consumers from ‘pretty packaging’ to ‘high-performance ingredients’ in a product. The company believes that stories don’t work, ingredients do. They have put up the ingredient composition on the front side of the product’s packaging which ensures all their ingredients are disclosed ‘upfront’.
Changing the status quo: one packaging at a time
We asked Jigar if he thinks the Indian market will be receptive to the new packaging, considering the love for the pretty packaging that Indians have. He mentioned the videos propagating this campaign and said, “There are few video properties which we have created wherein two product bottles are talking to each other. One bottle claims it’s beautiful. The other bottle is more focused on what is inside (the ingredients). And you have very rightly said that the Indian mindset is all about beauty on the label. Yes, I do believe that consumer habits will definitely change but then I can’t say how long that will take. It’s a long battle and we’ve just started out.”
Jigar told us how this will shift the status quo of the packaging patterns. He explained, “If we take your example, you set out to buy the best product. The question will remain: how will you judge or make an informed choice? The answer to this entire cycle is to start reading the label. I know it’s a difficult task. You know if I ask the consumer that you read ten ingredients and then you decide whether the product is good or not. It’s tough to do.”
He further added, “Most of the time, companies would write ingredients in a paragraph manner. They will write numerous ingredients adjacent to each other — no space, very small font, and on the back of the label. Now it is virtually impossible to read all that. But we believe that writing the ingredients in a top-to-bottom approach, vertically — one ingredient in one row will at least help you read the ingredients.”
Brillare aims to be transparent to its user base who approach the brand with an expectation of natural ingredients. It seeks to provide proof of its claim through its new packaging. Further, the packaging will inform the consumers what all forms a part of the product. If the product offers 10% Vitamin C, what is the rest of the 90%? Their packaging will answer all such questions too.
With proven claims, the ultimate goal of the campaign remains to provide transparency and garner trust. Shradha Tiwari said, “The new label will allow consumers to see not just the ingredients but also how much percentage of each ingredient in the product. When they see the composition of the product, they can instantly tell how natural the product really is. This is something people don’t get with other brands. It will ultimately help us gain our consumer’s trust.
Article by – Vidhi Arya