Study: Consumer demand for personal care ingredient information is on the rise
CHICAGO — American women tend to pay more for products with recognizable ingredients as opposed to products that fail to clearly define what they contain, according to a survey released today by Label Insight, a leading SmartLabel solution provider.
More than 1,000 consumers were asked to comment on the importance of ingredients in personal care products, feelings of confusion with personal care product ingredients and labeling and the behavioral effect of this confusion on purchasing behavior. Sixty-eight percent of those surveyed said they believe it is important or extremely important to consider the ingredients when deciding which products to buy.
Yet, consumers often do not recognize ingredients on labels. Eighty-one percent of those surveyed said they do not recognize ingredients on the label of personal care products at least somewhat often. Only 2% of women said they always understand what all the ingredients are. When buying personal care products, 79% of women said they are at least sometimes confused about ingredients listed on the package label. Of those, 45% are often, very often or almost always confused.
When considering a personal care product to buy, if the ingredients on the label are confusing:
- 33% of women would not buy the product and look to another product instead.
- 55% of women would look at another product to see if they understand the ingredients better.
- 44% of women would research the ingredients on their mobile phone while shopping the aisle.
The study revealed that when consumers don't understand product ingredients, it affects their feelings toward the brand and purchase behavior. Forty-five percent of those surveyed said they trust the brand less when they see personal care ingredients they don't recognize or find confusing. When it comes to making a purchase, 61% of women said they are more likely to buy personal care products that contain ingredients they understand or recognize. Fifty-three percent would be willing to switch to a different personal care product if they understood the ingredients in that product better. Forty-nine percent will pay more for a personal care product that contains ingredients they understand or recognize.
When presented with a confusing, but harmless, ingredient, tetrahexyldecyl ascorbate, 88% were not familiar with it and 49% said they would not be comfortable buying a product that contained it. Once defined as liquid form of vitamin C used in cosmetics and personal care products that enables the vitamin C to penetrate the skin more effectively, there was a 43% increase in those who say they would be "very comfortable" purchasing the product.
"While consumer demand for product transparency in food and beverage has experienced a groundswell, our study shows that interest in transparency for personal care products is also on the rise," said Kira Karapetian, VP of marketing for Label Insight. "Women in particular are concerned about what is in their personal care products — from lotion to shampoo to sunscreen — and will make buying decisions based on ingredient data. It will be important for manufacturers to respond and to provide solutions such as SmartLabel in order to address these demands."
According to Label Insight, SmartLabel gives consumers a way to access more detailed product information about a wide range of food, beverage, household, pet care and personal care products. It shares product data directly from the manufacturer. Consumers can use their smartphones, tablets and desktops to access information, including ingredient definitions and the reason each ingredient is in the product.
Click here for more on the 2017 Ingredient Confusion study.
Changing consumer desires have slowed color cosmetics growth in 2017
Although the U.S. color cosmetics market has seen a 2% increase so far this year, growth is sluggish across individual segments, according to new research by Mintel. Consumer desire for simplified makeup routines have affected lip, facial and eye cosmetics — each of which has grown about two percentage points slower this year compared with last year.
Despite the dip, Mintel has found that skincare-inspired benefits are still in high demand among color cosmetics users as the lines between facial makeup and facial skincare continue to blur. Anti-aging and moisturizing products (44%, respectively) top the list for consumers.
Mintel found that age plays a significant role in the benefits consumers look for. Women ages 55 and older, for example, are most likely to be interested in products with anti-aging claims (68% compared with 18% of women ages 18 to 34), while women ages 18 to 34 are most likely to seek products that treat acne (24% compared with 2% of women ages 55 and older), are for sensitive skin (23% versus 9%) or minimize pores (23% versus 11%).
Women of all ages show the same enthusiasm for makeup that creates the appearance of flawless skin, according to Mintel. More than one quarter (28%) of facial cosmetics users said they’re interested in facial makeup that evens skin tone, including 28% of women ages 18 to 34 and 29% of women ages 55 and older. There was also interest in products that improve the skin’s appearance. Pore-minimizing products (29%) and color-correcting palettes (24%) garnered the strongest appeal.
“While the market is saturated and some women are turning to value brands to cut costs, facial makeup products that offer relevant skincare benefits present a bright spot that could reinvigorate sales,” said Shannon Romanowski, director, Mintel Reports, health, household, beauty and personal care. “As consumers increasingly express interest in facial makeup that incorporates skincare-related claims, it’s likely these claims will continue expanding into the cosmetics category. Anti-aging and moisturizing claims are appealing to older women, and can be particularly successful in light of an aging population that is typically less engaged in the category.”
Estée Lauder launches second capsule collection with Victoria Beckham
NEW YORK — Estée Lauder has unveiled its campaign for a second limited-edition makeup collection with fashion designer Victoria Beckham.
The new Victoria Beckham Estée Lauder makeup collection will be available beginning September 2017 at select retailers globally, as well as victoriabeckham.com, esteelauder.com and Victoria Beckham's flagship 36 Dover Street London store. Beckham will front the digital and print campaign, with imagery shot by photographer Lachlan Bailey in New York.
“I am so excited to be expanding my makeup collection with Estée Lauder and launching a second capsule. To work with Lachlan and Estée on the campaign was very special and a real honor,” said Beckham.
Customers can look forward to newly curated beauty looks and dynamic digital beauty content, added Stephane de La Faverie, global brand president, Estée Lauder.