Making the Transition into the Cosmeceutical / Nutricosmetic Market
Natural Products Insider
Published on: Mar 3, 2016
Transcripts - Making the Transition into the Cosmeceutical / Nutricosmetic Market
Making the Transition into the Cosmeceutical/Nutricosmetic MarketBy: Alisa Marie Beyer10/20/2008As with all life lessons, it’s not what you do right that is the main factor in success, but the mistakesthat are made and lessons learned, which are infinitely more valuable. And why not learn from themistakes of others, to avoid those costly endeavors? Companies considering entering thenatural/organic beauty or cosmeceutical/nutricosmetic market may wish to look at the followingmarket keys.First, don’t underestimate the power of “free”. During the past two years, consumers participating infocus groups reiterated they do not want preservatives in their skin care or cosmetics products-especially in products touted largely as “natural.” Women have become savvy about reading ingredi-ent labels and have read enough bad press about parabens and other ingredients to demand theirabsence in new products.This qualitative factor was underscored by the results of the 2008 Pink Report™ The Age of Natu-rals, a survey of nearly 2,000 U.S. beauty-buying women. Approximately 73 percent of respondentschose “–free” (paraben-free, hydroquinone-free, etc.) as the primary message they wanted to see onproduct labels. New “natural” beauty products that contain these types of ingredients will have along shelf life indeed—in the aisles of the store but not at home in her bathroom.Next, avoid science-jargon. The trend toward health words is indeed rising with words that play onemotions (the emotion of fear and other emotional aspects of words that connote beauty, nature andyouth) leading over words that might appeal to the rational side. From a list of 17 choices, respond-ents listed their least favored beauty terms as: therapeutic (40 percent), radiant (37 percent), derma-tology (32 percent) and science (9 percent). To test not just the words, but the phrases that appealedto both natural beauty-buying women and those who usually buy traditionally made beauty brands,respondents ranked seven bits of descriptive language from well-known beauty product makersbased on level of believability in the claim. The statements were ranked from 1 (least believable) to 5(extremely believable) (Chart 1). The claims she felt were most believable were those with a clearexplanation of nature’s benefits to her skin using soothing, fresh and natural language. Claims usingclinical terms and statistics left her cold. Chart 1 Most believable language/claim: “Naturally cleansing soap bark and healing aloe moisturize and soften skin while effectively removing makeup and dirt. Chamomile soothes and Echinacea reduces inflammation and tightens pores for naturally fresh, healthy skin.”
Natural Beauty Buyers: 79% believability Traditional Beauty Buyers: 59% believability Least believable language/claim: “This intelligent moisturizer reduces lines by 24% while intelligently hydrating the skin only where it needs it.” Natural Beauty Buyers: 29% believability Traditional Beauty Buyers: 26% believabilityAlthough soothing words of beauty are most believable to her, she still wants proof the productactually works, especially when it comes to nutricosmetics or cosmeceutical products. In anothersurvey, women were asked how important certain factors are when considering a nutricosmeticproduct that they will ingest as part of their beauty regimen. The results—67 percent of women whobuy natural/organic beauty products mostly want to know if the nutricosmetic product has beenindependently tested and analyzed for potency, effectiveness and purity.Then, review all aspects of product integrity. To illustrate this point, consider one beauty brand thatthought it had it all. Great looks, efficacy, and an enviable customer base. Its products wereall-natural and had a reputation for making women feel and look more beautiful. The company oftentouted its use of all-natural ingredients as a key to its success. One day, that brand realized it wasstill using animal hair in its cosmetics brushes—a fact that 65 percent of women adamantly opposedin one survey. The brand changed the way it manufactured its brushes to appeal to women’s anti-animal testing or anti-animal product practices. The moral of this story is simple: remember allaspects of the product offering when extolling its virtues as a natural product with no harmful chemi-cals and no animal products.Finally, don’t skimp on the SPF. Whether a product is natural/organic or traditionally made, morewomen expect a hefty sun protection factor (SPF) included in their skin care products. In a recentPink Report survey, 61 percent of women who normally buy natural/organic said they expect SPF intheir skin creams. Expectations for a high SPF factor are increasing as well. Focus group resultscame back with similar findings. When women learned about a particular skin care product, hadtouched and felt it, and were asked how they felt about it, they said the SPF 15 wasn’t enough. Aswomen understand the dangers of ultraviolet (UV) rays, they are upping their demand for, at the veryleast, SPF 20 in skin care products. Bottom line: more SPF is a good thing, as long as the ingredi-ents used to achieve a higher SPF don’t compromise its natural or organic status.Alisa Marie Beyer is CEO of The Benchmarking Company (TBC), a research and branding firmfocused exclusively on the beauty industry. TBC is the publisher of the Pink Report™, consumerresearch reports driven by results from the women-only, permission-based Pink Panel and othersources. BenchMarkingCo.com.