The Benchmarking Company Found that Consumers Demand Proof!*
85% of all consumers surveyed notice beauty or cosmetic claims in brand advertising or on packaging.
The top three factors women look for in a claim:
- 93% are influenced by claims made by a panel of women who have a similar skin care concern
- 91% are influenced by claims made by a panel of women their own age
- 78% are influenced by claims made by a panel of women of their own ethnicity
More Consumer Claims = More Buying
91% of women say consumer claims are important to them when considering the purchase of a high cost, prestige beauty product.
7 out of 10 women state that consumer and clinical claims are influential in their decision to buy any beauty product.
Women Want Proof, Especially When Looking to Purchase These Products
- 93%: Anti-Aging Skincare Products
- 78%: Body Care Solutions
- 77%: Troubled Skin Solutions
- 67%: Cosmetics
- 67%: Haircare
More than half of all consumers say that she more readily trusts that the product will work when she sees claims on product packaging or in an advertisement.
She Finds Consumer Claims Most Compelling
- When shown consumer and clinical claims from actual print advertisements, women stated the consumer claim was more compelling than a clinical claim for the same product.
| Category | Consumer | Clinical |
| Anti-aging serum | 82% | 18% |
| Mascara | 75% | 25% |
| Anti-aging eye cream | 69% | 31% |
| Acne solution | 69% | 31% |
| Lip balm | 66% | 34% |
| Brightening Solution | 65% | 35% |
| Anti-aging skincare | 61% | 39% |
| Facial Moisturizer | 61% | 39% |
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