New Beauty Product Study
Ninety-three percent of all women might or would be willing to try a new beauty brand if it earned the USDA Organic Seal, according to The Benchmarking Company’s groundbreaking new beauty consumer study released today, The Age of Naturals. When asked to check reasons (among many) why women buy natural/organic beauty products, 80% said they were better for their skin and 64% cited they didn’t want chemicals on their skin as their top two reasons. Another 27% cited that the ingredients in traditional beauty products were harmful to her health.
“Consumers have been inundated with headlines focusing on lead in lipstick, off-label uses of pharmaceuticals in cosmetics, the potential perils of parabens and other ingredients, Chinese productrecalls and global warming caused by manmade toxins. But nowhere has the fear of ingredients been felt more acutely than in the beauty industry,” said Alisa Marie Beyer, president and CEO of The Benchmarking Company. “Consumer demand for natural and organic beauty brands may just be the single most important issue to impact the beauty industry in its history.”
The wide-ranging report, the first of The Benchmarking Company’s Pink Reports™ of the year and the most comprehensive of its kind, covers women’s natural and organic beauty brand motivations, fears, attitudes, purchasing habits, marketing preferences, willingness to explore inside/out beauty offerings, believability of manufacturer’s claims, overall trust factors, shopping habits, and specific reasons why certain brands are purchased and certain brands are overlooked, as well as comprehensive buyer profiles. More than 80 natural and organic skin care, makeup and hair care brands were tracked for this study. “Our goal in developing this study was to offer a complete blueprint for beauty brands that market natural or organic products to women. Too often, studies are one-dimensional, offering a sea of sales data or limited consumer points of view,” explained Beyer. “The Age of Naturals explores not only a well rounded picture of women who are natural beauty buyers already, but we offer valuable data from non-naturals buyers to arrive at a clear view of why women do and do not buy a brand or trust a manufacturer. When a brand has both sides of detailed consumer viewpoints, marketing changes can be made to keep current buyers while gaining new ones.”
Highlights of the report include:
• 61% of all women agree it is difficult to tell which beauty brands are natural or organic and which are not.
• 93% of all women might or would be willing to try a beauty brand if it has earned the USDA Organic Seal.
• Women want to feel safer, and 89% of them feel that companies should be more forthcoming about which products are truly natural and which are not. Ingredients she’s particularly leery of include artificial fragrances (54%); silicone (43%) and gluten (34%).
• Parabens are not wanted in cosmetics by a quarter of naturals buyers and only 15% of traditional buyers; and hydroquinone is unwanted by 21% of natural buyers and 11% of traditional buyers.
• When thinking about beauty products, the term “-FREE”, (meaning free of harmful chemicals, etc.) was her top choice as most appealing terminology on a beauty label at 73%. Terms like clean, antioxidant, natural, and hypoallergenic followed. Her least favored terms, from a list of 17 choices, are: therapeutic 40%, radiant 37%, dermatology 32% and science, dead last at 9%.
• Women were asked to rank their believability of 7 actual beauty brand claims. The claims she felt were most believable were those with a clear explanation of nature’s benefits to her skin using soothing, fresh and natural language. Claims using clinical terms and statistics left her cold and she found them least believable.
• Women are very in-tune to the socially and ethically responsible activities of corporate America, and she is becoming more interested in how responsible her beauty manufacturers are as well.
• When considering purchase decisions, she places great importance on a company’s stance on animal testing, recycling, and the use of sustainable products, below. Most women (87%) have never read a
Corporate Social Responsibility report from a beauty manufacturer.
• When asked which manufacturer’s product she would be more likely to trust as natural or organic between a new product made from a small company that ONLY makes natural or organic beauty products and a new natural/organic beauty product made from a well-known maker of traditional beauty products, 29% of all respondents said they would more readily trust the smaller natural/organic only product maker. Thirty-one percent of respondents would trust both types of companies equally, 22% would trust a well-known maker of traditional beauty products and 18% would be skeptical of both types of companies.
• Women are most eager to try (74%) a consumable beauty product that can be eaten “on the go” and 72% would prefer a beauty supplement in a pill or capsule form. The least favored delivery system for a nutricosmetic was a drink made from a powder, with 52% of women saying they would not be willing to try it.
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Posted by: dead sea products | August 22, 2008 at 04:44 AM
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Posted by: spa treatments | November 28, 2008 at 06:48 AM