A jungle of quality seals and product promises adorns our everyday care products. “Tested by …”, “100% off …” or “Free of …” and many others. Nielsen, a global performance management company that provides information and insights into the media and consumer behavior of consumers, analyzed in its natural cosmetics study which ones are actually relevant for consumers.
“We took a closer look at shampoo and co. It was particularly important to us to find out which claim attracts the greatest attention on the shelf and paves the way for a face cream or shower gel to the shopping cart, ”says Sandra Bräunlein-Reuss, Client Business Partner Consumer Insights, Nielsen Germany.
Independent tests are highly trusted
Nielsen found out that independent tests are very important in Germany. Seals such as “Ökotest” and “Stiftung Warentest” enjoy great trust when products come into contact with the body. These seals are also supported by product promises, which, depending on the product category, are differently important for the consumer. In the case of deodorants, the statement “without alcohol” is more important than in the case of facial cleansers. In contrast, “for sensitive skin” is a statement that is very important for facial care and cleansing, as well as for shower baths and body lotions. There is also the claim “vegan” for care products. Contrary to the food trend, the consumer cannot be convinced here. On the contrary: it even leads to the product being rejected. “Regardless of which body care products we looked at, the five most important claims were always“ Stiftung Warentest ”,“ Ökotest ”and“ Not tested on animals ”, says Sandra Bräunlein-Reuss. For body care products such as body lotion and shower gel, the claim of skin tolerance is a particularly important aspect.
Topics from the media are taken into account in front of the shelf
The compatibility and even health concerns of aluminum-containing care products were discussed in the media. Sandra Bräunlein-Reuß: “Consumers react to this, as our study shows very clearly. Among the three most important attributes of deodorants is “no aluminum”. ”However, consumers generalize. Consumers also want a note on the packaging for products that do not contain aluminum.
Classic hair care attributes such as “free from silicone” or “free from parabens” only make it into the middle. Registered seals such as the “EU Flower” or “Ecocert” attract very little attention from consumers – due to their low level of awareness.
So important that more is paid for it
A seal or a product promise is not always so important that consumers would spend more money on it. In the majority of the product groups analyzed, consumers state that they pay more for products that have not been tested on animals. Animal welfare is more important than any additional benefit.
Too many advantages overwhelm – less is more
Products that combine statements from at least two of the following three areas: “Without pollutants”, “Influence on health and the environment” and “Additional benefits” have the highest purchase probability. Depending on the care product, consumers feel addressed by a combination of two or three of these areas. “The following applies: less is more! Too much information scares off the consumer. Just choose the three most important claims, ”recommends Sandra Bräunlein-Reuss.