By Anita Senior
Neilsen surveyed over 1000 women and found the single biggest reason given for purchasing a product was that it was not purchased on animals – and it’s the packaging and the communication on it that counts.
The survey included women of all ages from 18+, the objective being to find out what draws women to a particular product. It seems women are most concerned about the welfare of animals, and the perception a product is natural.
We went hunting for products and labels that communicate the messages women say they are looking for.
57% of those surveyed rated not being tested on animals as one of their main factors to consider when buying a beauty product. Lush Aqua Marina Cleanser has a clear label saying it is not tested on animals and that it is vegan. $16.95. Animal testing is controversial globally, with New Zealand considering a ban on any beauty product tested on animals.
Neilson reveals that one of the largest growth areas in beauty products at the moment is the natural beauty market. Women are not only becoming more health conscious, but more educated about natural products and chemicals in beauty products.
Burt’s Bees is 100% natural, and is clearly labelled as such.
53% of all those surveyed agreed they would be willing to pay a little extra for something which boasted to be ‘All Natural’ despite the vagueness of this term.
Surprisingly, only 29% of those surveyed considered paying more for a Paraben-free product, not withstanding a lot of evidence about the negative effects of parabens on the body.
La Roche-Posay Lipikar Lait Body Milk is paraben free and says so on the front
So what does all this mean for the consumer?
Like food labels, the more educated we are about reading the labels of beauty products, the more likely we are to end up with the right products for us, with ingredients we know, understand and trust.
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