Inês Fressynet is a senior behavioral analyst at Canvas8. Following a career in digital and broadcast journalism, she was drawn to cultural insights and strategy. She has carried out numerous qualitative and ethnographic research projects with a global perspective thanks to her fluency in three languages. In her spare time, she can be seen practicing headstands or reading French literature.


Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Radical Transparency 

India

Beauty

Shopping

Beauty and wellbeing

Make-up

A survey has found that beauty shoppers in India are increasingly discerning the nuances behind brands' claims, expecting transparency and making more rational purchases. Local brands are taking advantage of the shift by focusing on functional, tailored, and science-backed products.