Be for Beauty has done something unprecedented: it's taken the ingredients found on the back of a product label and moved them to the front. But not just as the ingredient disclosure, the product is actually named after a given signature ingredient. "The Inkey List" product line—plus an accompanying searchable database—will play into the new consumer mindset focused on finding specific benefit ingredients rather than specific brands or products with a catchy name or marketing message.
The company explained the line is designed to help break through beauty jargon, delivering simple, straightforward information and the hottest ingredients in the most basic formulas. The collection includes 15 products based on "hero ingredients," selected and developed for their ability to address a number of skin care concerns. Examples include: Hyaluronic Acid, Kaolin, Caffeine, Q10, Collagen, Hemp and Retinol. Furthermore, products can be used together for customized solutions. Each product will range in price from £5-10.
"It's simple and tooled to consumers who are
confused by skin care."
The company also hosts an online forum, where consumers can submit or review Q&As about ingredients and skin conditions, to help them find a product match or simply educate them. Respondents include "Inkey Listers," such as beauty editors, skin care experts, savvy friends and even other consumers.
"[This brand] has found a way to market products based on just the signature ingredient," noted Jeb Gleason-Allured, editor in chief, Global Cosmetic Industry and Cosmetics & Toiletries.
"It's simple and tooled to consumers who are confused by skin care, as well as those online shoppers who search for products by ingredient, not brand—which is a growing percentage."
Ingredients: "Retinol": Water (aqua), Glycerin, Butylene Glycol, Propanediol, Dicaprylyl Carbonate, Dimethicone, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Caprylyl Glycol, Phospholipids, Caprylic/Capric Glycerides, Squalane, Dimethyl Isosorbide, Glycine Soja (Soybean) Extract, Carbomer, Sodium Ascorbate, Tocopherol, Polysorbate 60, Tocopheryl Acetate, Glycolipids, Sodium Hydroxide, Disodium EDTA, Hydroxypinacolone Retinoate, Retinol, Glycine Soja (Soybean) Sterol, Leuconostoc/Radish Root Ferment Filtrate, PEG-40 Hydrogenated Castor Oil, Hyaluronic Acid, Polysorbate 20, Palmitoyl Tetrapeptide-7, Palmitoyl Tripeptide-1, Phenoxyethanol