Package This: Beauty Consumers Favour “Cruelty Free” and “Natural” Product Claims
“Read any good labels lately? Maybe these look familiar: ‘Moisturizing.’ ‘Anti-Aging.’ ‘Organic.’ With the bevy of buzzwords trolling the beauty aisle, choice and variety can make it complicated for shoppers to zero in on just the right product. It can also be tough for brands to know which messages and claims matter most to consumers—especially as we’re seeing an increase in labels like ‘all natural’ that are crossing over from the food aisles. So which messages do resonate? To find out, given the breadth of time and money retailers and manufacturers spend on beauty brands, Nielsen recently conducted an English-language beauty product claim survey of more than 1,000 adults.” Read more at Nielsen.