MAM
People resent big brands invading social networks: TNS
MUMBAI: Businesses are wasting time and money trying to reach people online without realising that many people resent big brands invading their social networks, according to findings from a global study launched by TNS.
The findings were revealed by TNS‘s Digital Life study, a view of how more than 72,000 consumers in 60 countries including India behave online and why they do what they do.
TNS‘ research reveals that if not carefully targeted, the efforts of developing profiles on social networks, such as Facebook or YouTube, to speak to customers quickly and cheaply are wasted (49 per cent of Indian consumers think so).
It found that 57 per cent of people in developed markets do not want to engage with brands via social media – rising to 60 per cent in the US and 61 per cent in the UK. Instead, misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads.
This is being combined with ever-increasing content produced by consumers – the study shows 47 per cent of global digital consumers now comment about brands online. It is as high as 63 per cent in case of Indian consumers.
The result is huge volumes of noise, which is polluting the digital world and making it harder for brands to be heard – presenting a major challenge for businesses trying to enter into dialogue with consumers online.
TNS chief development officer Matthew Froggatt said, “Winning and keeping customers is harder than ever. The online world undoubtedly presents massive opportunities for brands, however it is only through deploying precisely tailored marketing strategies that they will be able to realise this potential. Choosing the wrong channel, or simply adding to the cacophony of online noise, risks alienating potential customers and impacting business growth.”
TNS‘s Digital Life study asked consumers around the world whether they actually want to engage with brands on social networking websites – either to find out more or to make a purchase.
Although 54 per cent of global people and 60 per cent of Indian people admit social networks are a good place to learn about products, the research shows brands must harness digital more carefully if they are to use it to their advantage and deepen relationships with customers and prospects.
The study also reveals big geographic contrasts which highlight the risks of brands employing a catch-all approach that doesn‘t take the needs of different consumers into consideration.
Fast growth markets were found to be far more open to brands on social networks. Just 33 per cent of Columbians and 37 per cent of Mexicans said that that they don‘t want to be bothered by them, while 59 per cent of people across fast-growing countries see social networks as a good place to learn about brands. However, even here brands must still plan and manage online engagement carefully to avoid alienating consumers and doing more harm than good, according to TNS.
TNS India associate VP Shailendra Gupta explains, “Digital waste is the accumulation of thousands of brands rushing online without thinking who they want to talk to – and why. Many brands have recognised the vast potential audiences available to them on social networks; however they are failing to understand that these spaces belong to the consumer and their presence needs to be proportionate and justified.
“The key is to understand your target audience and what they want from your brand – social networks aren‘t always the right approach. If consumers in one market don‘t want to be talked to, can you use an alternative online method – creating owned digital media platforms, targeted sponsorship or search campaigns – to engage in an appropriate way that will achieve business results, without adding to the digital waste pile?”
TNS‘ Digital Life study also sheds light on why people do engage with brands online. In India, 45 per cent of those motivated to post comments on companies do so for the simple desire to impart advice.
Findings showed that globally more people like to praise than complain online (13 per cent versus 10 per cent), which is a similar trend in India as well (12 per cent versus 11 per cent). The Spanish are the least likely to praise online, with just one in ten people saying that they would do this, and Argentineans are amongst the most likely to complain about brands online (12.5 per cent).
However the motivations of online commentators can be self-serving. 63 per cent of Indian consumers are driven to engage with brands online by a promotion or special offer.
Gupta added, “There is a huge appetite for increased internet access and mobile services among consumers in fast growth markets. Digital Life shows that as online communities mature, brands that can cut through the digital noise have fantastic potential to drive rapid growth from this nascent consumer base.”
Summer comes with intense sun exposure, sweat, and excess oil. The result is tanning, dullness, and uneven skin tone. Your skin may continue to appear tired if your routine stays the same. Therefore, a detan face wash is essential.
It can remove tan, cleanse thoroughly, and restore your natural glow when paired with a tan removal face mask, without over-drying your skin. Understanding how it works and why it matters will help you use it to get the desired results.
What Is a Detan Face Wash?
A detan face wash is a cleanser for addressing sun tan, pigmentation, and buildup caused by UV exposure and pollution.
It works on the following aspects.
- Surface cleansing by removing dirt, oil, and sweat.
- Mild exfoliation to remove dead skin cells.
How it works?
Function What it does? Exfoliation Removes dead, pigmented cells Brightening Reduces melanin buildup Cleansing Clears sweat, oil, and pollution Skin renewal Promotes fresher, even-toned skin
Why Your Skin Needs Extra Care in Summer
Summer conditions in India mean heat, humidity, and UV exposure. They can directly affect your skin barrier.
Common summer skin issues
- UV rays lead to more melanin, which results in tanning and pigmentation
- Sweat and oil clog pores, leading to acne and blackheads
- Dust and pollution make your skin dull and uneven
What happens without proper cleansing?
- Tan layers build up
- Skin looks darker and patchier
- Breakouts become frequent
Using a face wash for summer that removes tan can prevent this cycle.
Top Detan Face Wash Benefits for Skin in Summers
- Removes Tan and Brightens Skin
Detan cleansers contain exfoliating ingredients that fade pigmentation caused by the sun.
Result
- More even skin tone
- Visible brightness over time
This is the right way if you are searching for how to remove sun tan from face at home.
- Deep Cleansing Action
Sweat and oil trap dirt inside pores. A de tan face wash benefits in clearing this buildup.
Benefits
- Reduces clogged pores
- Prevents acne and blackheads
- Keeps skin breathable
- Controls Excess Oil
A de tan face wash for oily skin controls sebum without stripping moisture.
Ideal for
- Oily skin
- Combination skin
- Humid conditions
- Refreshes and Revitalises Skin
The skin feels heated and fatigued after sun exposure. Detan cleansers include soothing ingredients.
Effects
- Cooling sensation
- Reduced irritation
- Instant freshness
- Cleanses Without Drying
A good formula balances cleansing with hydration.
For example, the Detan face wash by Foxtale uses:
- Papaya enzymes for gentle exfoliation
- Vitamin C for brightening and antioxidant protection
Its sulphate-free formula removes tan and buildup, but also hydrates the skin. It is suitable for daily use in dry heat.
Key Ingredients to Look For in Detan Face Wash for Summers
Choosing the right ingredients determines whether your cleanser will work or not.
Ingredient guide
Ingredient Function Vitamin C Brightens, reduces pigmentation Papaya Enzymes Enzymatic exfoliation removes tan Aloe Vera Soothes sun-exposed skin Lemon Extract Mild astringent, helps cleanse Activated Charcoal Detoxifies, controls oil
These ingredients make a formula work in de tan face wash for men and women with outdoor-heavy routines.
How to Use Detan Face Wash Effectively
Consistency and technique matter as much as the product.
- Splash your face with lukewarm water.
- Take a small amount of the cleanser.
- Massage gently for 30–40 seconds.
- Focus on tanned areas (forehead, nose, cheeks).
- Rinse thoroughly and pat dry.
- Follow with moisturiser and sunscreen.
Frequency
- Twice daily (morning and night).
Use the cleanser with a weekly Tan removal face mask to get faster detanning results.
Who Should Use a Detan Face Wash?
A detan face wash is suitable if you:
- Spend long hours outdoors
- Notice tanning or uneven skin tone
- Have oily or combination skin in summer
- Want a brighter, fresher look without harsh treatments
It works equally well as a de tan face wash for men dealing with sun exposure and oiliness.
Final Thoughts
A detan face wash is an upgrade to your summer routine with a specific purpose. It removes tan, controls oil, and maintains clarity in conditions that naturally damage your skin.
Tanning fades slowly with the right ingredients and regular use. Your skin will appear clearer and more even. Results take time, so let your skin recover from sun damage by being consistent with your routine.
