Claims Confusion – The Call For Truth & Transparency
Beauty and personal care buyers—especially those Gen Z age and younger—demand authenticity and transparency from brands. Proof of efficacy, in the form of substantiated product claims, has always mattered to buyers and most are insistent upon seeing these claims before handing over their credit cards. But what if the details of this proof of efficacy weren’t so transparent? If a brand shows a consumer perception product claim and says it’s a clinical result, do consumers notice the difference, or care? TBC’s survey of more than 3,000 buyers revealed a resounding YES to that question. Not only do consumers demand to know which claims are from a nationwide consumer study, and which are from a clinical lab with panelists living close by—but they want the skinny on the number of panelists, whether the study was by a third-party independent research firm (never the brand itself!), and if the retailer has vetted products touting these claims as well. Correctly citing substantiated product claims has become the new yardstick in the way consumers judge, feel about, and trust, brands.
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