Assessing the Efficacy of Emotive and Wellness Claims
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Presented by: Susan Ayton
Introduction
The beauty industry has become a major player in the wellness revolution as self-care has become part of physical, mental, and emotional health. Consumers are developing a holistic approach to health and beauty, with a growing idealism that to look good on the outside we must feel good on the inside. As such, brands making advertising claims that are based on emotion and wellbeing are more appealing to the current cosmetic audience. But how can brands ensure that these subjective claims have substance and do not mislead consumers?
The EU Cosmetics Regulation guidance on subjective claims states:
‘Claims must be supported by reliable, relevant, and robust evidence. There is no difference between subjective, objective, established or new advertising claims: all must be supported by relevant, reliable and robust evidence. A subjective claim can be a sensory, performance or aesthetic claim based on consumer perception, as it expresses the consumer experience when using a product.’
Ayton Global Research, as consumer research specialists for claim substantiation, are at the forefront of perception claims and consumer insight. Therefore, they have conducted market research to investigate what consumers want to see in advertising for products with emotive and wellness claims. They have reviewed how brands can communicate this in their marketing, all whilst staying compliant with advertising regulation.
Methods
This market research study was conducted in January 2022 in the form of an online survey in the UK. The study protocol was developed and executed in accordance with Good Clinical Practice (GCP), and Market Research Society (MRS) code of conduct for ethical market research practices.
A total of 493 female (95%) and male (5%) volunteers, aged between 18 and 70 years actively participated in the study. 63% of volunteers were aged between 30-50 years. Volunteers were recruited through AGR’s search engine optimisation and referrals between volunteers. Volunteers were selected according to the profile criteria that they must regularly purchase wellness cosmetics. Eligible volunteers were invited to take part in the study and acceptance was purely voluntary.
The study comprised a questionnaire of a total of 9 questions relating to product and brand usage, influences, claims and advertising. All data was reported through the Ayton System Software.
A 95% confidence interval was applied to all report statistics. Single and multiple answered questions were analysed through Chi-Squared Test. Open answer questions were analysed by the Study Manager through sentiment analysis technique. Analysis was carried out in accordance with the procedures of the Ayton Global Research Quality Management System, ISO 9001 quality standard, ESOMAR, MRS and/or MRC principles and guidelines or any other applicable standards associated with the in which the study was carried out.
Discussion
The ultimate goal for using cosmetics as chosen by our panelists is to improve skin clarity, essentially to look more beautiful, with 91% selecting this as their main reason for general cosmetic usage. Looking at wellness cosmetics in particular, the question was posed as an open answer to negate any bias as to why the panelists are attracted to cosmetics that promote a self-care or wellness message. The answers surrounded the idea of an overall holistic approach to beauty, and by feeling better consumers expect to look better. Top trends through sentiment analysis are that wellness cosmetics promote emotional positivity (28%), give people time to relax (20%), and improve visible imperfections (20%), linking to improving beauty and appearance which is expected from cosmetics.
As well as looking into why the panelists use these cosmetics, we investigated what they want to see in terms of claims specifically, and where they would look for the wellness benefits a cosmetic has to offer. Our research shows consumers are generally looking at online sources with 76% going to a brand’s website and 62% looking to social media for more information.
Conclusions
Consumers want to see that cosmetics are promoting emotional positivity. Emotional and sensorial claims need to be substantiated but are purely subjective, demonstrating the requirement for consumer research to gain data. Our presentation will not only share the market research findings, but also give case studies of brands who have conducted consumer research for wellness claims and show the journey of how they have used this data successfully in their marketing.
The beauty industry has become a major player in the wellness revolution as self-care has become part of physical, mental, and emotional health. Consumers are developing a holistic approach to health and beauty, with a growing idealism that to look good on the outside we must feel good on the inside. As such, brands making advertising claims that are based on emotion and wellbeing are more appealing to the current cosmetic audience. But how can brands ensure that these subjective claims have substance and do not mislead consumers?
The EU Cosmetics Regulation guidance on subjective claims states:
‘Claims must be supported by reliable, relevant, and robust evidence. There is no difference between subjective, objective, established or new advertising claims: all must be supported by relevant, reliable and robust evidence. A subjective claim can be a sensory, performance or aesthetic claim based on consumer perception, as it expresses the consumer experience when using a product.’
Ayton Global Research, as consumer research specialists for claim substantiation, are at the forefront of perception claims and consumer insight. Therefore, they have conducted market research to investigate what consumers want to see in advertising for products with emotive and wellness claims. They have reviewed how brands can communicate this in their marketing, all whilst staying compliant with advertising regulation.
Methods
This market research study was conducted in January 2022 in the form of an online survey in the UK. The study protocol was developed and executed in accordance with Good Clinical Practice (GCP), and Market Research Society (MRS) code of conduct for ethical market research practices.
A total of 493 female (95%) and male (5%) volunteers, aged between 18 and 70 years actively participated in the study. 63% of volunteers were aged between 30-50 years. Volunteers were recruited through AGR’s search engine optimisation and referrals between volunteers. Volunteers were selected according to the profile criteria that they must regularly purchase wellness cosmetics. Eligible volunteers were invited to take part in the study and acceptance was purely voluntary.
The study comprised a questionnaire of a total of 9 questions relating to product and brand usage, influences, claims and advertising. All data was reported through the Ayton System Software.
A 95% confidence interval was applied to all report statistics. Single and multiple answered questions were analysed through Chi-Squared Test. Open answer questions were analysed by the Study Manager through sentiment analysis technique. Analysis was carried out in accordance with the procedures of the Ayton Global Research Quality Management System, ISO 9001 quality standard, ESOMAR, MRS and/or MRC principles and guidelines or any other applicable standards associated with the in which the study was carried out.
Discussion
The ultimate goal for using cosmetics as chosen by our panelists is to improve skin clarity, essentially to look more beautiful, with 91% selecting this as their main reason for general cosmetic usage. Looking at wellness cosmetics in particular, the question was posed as an open answer to negate any bias as to why the panelists are attracted to cosmetics that promote a self-care or wellness message. The answers surrounded the idea of an overall holistic approach to beauty, and by feeling better consumers expect to look better. Top trends through sentiment analysis are that wellness cosmetics promote emotional positivity (28%), give people time to relax (20%), and improve visible imperfections (20%), linking to improving beauty and appearance which is expected from cosmetics.
As well as looking into why the panelists use these cosmetics, we investigated what they want to see in terms of claims specifically, and where they would look for the wellness benefits a cosmetic has to offer. Our research shows consumers are generally looking at online sources with 76% going to a brand’s website and 62% looking to social media for more information.
Conclusions
Consumers want to see that cosmetics are promoting emotional positivity. Emotional and sensorial claims need to be substantiated but are purely subjective, demonstrating the requirement for consumer research to gain data. Our presentation will not only share the market research findings, but also give case studies of brands who have conducted consumer research for wellness claims and show the journey of how they have used this data successfully in their marketing.