For wellness brands, scientific validation can be a major source of credibility and trust among consumers. As consumers increasingly seek products supported by evidence, integrating scientific validation into your brand's strategy becomes a requirement more than a nice-to-have. But what happens when you've built your entire brand image on being plant-based, nature-based, or holistic? Where does scientific evidence fit into the narrative?
Consumers are more discerning than ever and the demand for wellness products backed by solid scientific evidence has reached new heights. There's a way to combine both science and nature aspects into your brand without losing your wellness-focused consumers who seek your products because they're looking for alternative options.
The power of plant wisdom
Harnessing the healing properties of nature is the heart of your brand. Break down the benefits of your key ingredients in simple terms, highlighting their historical significance and traditional uses. Perhaps your target audience chooses your brand because of these traditional ingredients. You should continue to focus on the success of these hero ingredients without abandoning their historical or cultural significance.
This sets the stage for the scientific exploration that follows. Scientific validation through clinical trials provides a clear signal to your audience that while you know your ingredients have been proven through history to work, you're willing to place full confidence in this understanding by backing it up with scientific evidence.
Make science approachable, not alien
Peel back the curtain and invite your audience into your experience with a clinical trial or consumer perception study. Share snippets of your scientific journey – from pre-trial enrollment to your final results being shared.
A scientific study doesn't have to be something done behind the scenes. In fact, more and more consumers expect a certain level of transparency when it comes to their favorite wellness brands and this could be a great opportunity to build trust.
To bridge the gap between your nature-based brand image and any relevant scientific studies, make sure your scientific insights are communicated in a language your consumers understand. Break down complex terms and concepts, avoiding jargon overload. Show them how your product aligns with their wellness goals without overwhelming them with technicalities.
Stand out in the crowd
With countless wellness brands vying for attention, setting your product apart requires more than just compelling marketing. Scientific validation becomes your brand's unique selling proposition (USP). Weaving the story of research and validation into your brand narrative creates a distinctive identity that resonates even with health-conscious consumers.
Consumers are becoming increasingly savvy about wellness trends and are more likely to choose products that align with their health goals. A well-executed research strategy can address consumer concerns and elevate your brand, even when choosing holistic ingredients.
Specific examples
Want some inspiration? These nature-based brands have successfully integrated scientific results into their messaging.
Bite
A brand that started by creating 'Toothpaste Bits' in an effort to reduce plastic waste, their brand image is clearly aligned with nature and sustainability. They branched off into a natural deodorant and engaged with Citruslabs to test the efficacy of their natural product. They clearly list their clinical trial results on their product page.
Foria
Foria's joy and mission is to create life-changing plant-based sexual wellness formulas for your most intimate needs. They've also backed up their mission with scientific evidence! They've used their claims on their product page, along with the Citruslabs Tested Seal. Nothing about this detracts from their mission and vision for being a plant-based wellness brand.
Heights
As a certified B Corp, Heights strives to align their actions with the UN's development goals. They source vegan ingredients responsibly, choose carbon-neutral shipping options, and use 100% recyclable packaging. But they also highlight their scientific evidence on their website, with a dedicated science page, easy-to-understand graphs, and the Citruslabs Tested Seal.
As the wellness industry continues to evolve, the role of scientific validation in enhancing brand reputation cannot be overstated. We've explored the multifaceted benefits of integrating research into your brand strategy, from fostering trust to creating a unique identity in a competitive market. Even when you have a nature-based brand image, you can still embrace the power of the lab and position your wellness brand as a beacon of credibility and authenticity.