警惕！美妆科学传播，开始被吐槽没有“活人感”了

Core Insights - The article emphasizes that scientific communication is becoming a new "lifeline" for beauty brands, as consumers increasingly demand rigorous and verifiable data to support product claims [2][14][36] - The shift in consumer focus has moved from simply asking about ingredients to questioning the effectiveness and proof of those ingredients [3][19] Consumer Perception - A survey indicated that only about 25% of consumers fully trust brands' self-declarations, with 56% preferring clinical test results with control groups to establish trust [6][14] - Over 70% of consumers want brands to clearly label the concentration of key ingredients, reflecting a demand for transparency [6][30] Evolution of Consumer Knowledge - Consumers have evolved from ingredient-focused to understanding the mechanism of action, with 33% able to grasp how ingredients work in skincare [9][19] - Nearly 90% of consumers are familiar with professional concepts like "transdermal absorption," and 48.25% have researched these concepts further [10][14] Trust and Verification - The article highlights that 68.09% of consumers believe that "laboratory data does not equal real-world effectiveness," indicating skepticism towards brand claims [15][19] - Consumers are increasingly constructing a "triangular verification" model, relying on brand information, expert evaluations, and personal experiences [23][27] Demand for Scientific Communication - Consumers prefer engaging and relatable scientific communication, with 71.6% favoring short videos or animations to explain ingredient principles [28][30] - There is a strong demand for verifiable data, with 70.2% of consumers wanting clear labeling of core ingredients and their effective concentrations [30][34] Pricing Sensitivity and Value Perception - Over 80% of consumers are willing to pay a premium for products backed by solid scientific research, with 20% willing to pay over 20% more for technology [19][21] - The core logic of consumer purchasing decisions has shifted to a formula where perceived value equals the cost of science divided by verifiable actual effects [19][21] Future Directions for Brands - Brands need to build a multi-dimensional communication system that moves beyond ingredient stacking and scientific jargon to include data and experiential evidence [34][36] - A proposed "scientific communication scoring system" could significantly influence purchasing decisions, emphasizing transparency and verifiability [34][36]