Cosmetic Claims: Winning Consumers Trust

Summary
Cosmetic claims are used to differentiate and sell brands in the highly competitive beauty market. Consumers buy into claims that they perceive as credible, but they can also become distrustful if these claims fail to meet their expectations. This report examines the claims environment for cosmetics, assesses consumer perceptions, and considers how manufacturers can build trust.


Synopsis
- Understand the regulatory framework that governs the use of cosmetics claims.

- Use key opinion leader interviews to gain insight, understand areas of opportunity and also the potential penalties.

- Use consumer survey data to understand the common perception of cosmetic claims. Understand consumers' needs and expectations.

- Use nuances of interpretation to strengthen claims.

- Identify ways to avoid the pitfalls associated with negotiating the regulatory process.

Reasons To Buy
- Why do consumers distrust certain claims? Which claims are consumers most likely to believe as credible?

- How can brands build consumer trust in products? What makes claims believable?

- What will make consumers switch personal care brands?

- What is the future of cosmetic claims?

- How can manufacturers improve their relationship with the claims authorities?

Key Highlights
The signs of aging, such as wrinkles, loss of skin tone and luminosity, become more prevalent with age, especially among over 50s women. Despite a plethora of skincare and make-up products intended to address these issues, older consumers do not find claims such as anti-aging to be at all effective.

Consumer trust in products is fundamental to the success of a brand, but it does not follow that stronger claims equate to higher sales. People are as likely to put their trust in what their friend says, or may choose a product for what it leaves out (e.g. chemicals) as puts in.

Consumers in the BRIC markets are particularly enthusiastic about the idea of DNA-matched cosmetics. While only 5-6% of consumers in Germany and France find this concept to be appealing, consumers in Russia, China and Brazil are very open to the approach (25%, 29% and 37% said they found it appealing, respectively).