Building: What Consumers Want from Green Brands Presented By: - - PowerPoint PPT Presentation

▶
building
SMART_READER_LITE
LIVE PREVIEW

Building: What Consumers Want from Green Brands Presented By: - - PowerPoint PPT Presentation

Oct 23, 2023 424 likes •681 views

Green Beauty Brand Building: What Consumers Want from Green Brands Presented By: Jennifer Stansbury Co-Founder, Managing Partner The Benchmarking Company is a bi-coastal beauty and personal care consumer research firm with a proven track

slide-1
SLIDE 1

Green Beauty Brand Building:

What Consumers Want from Green Brands

Presented By: Jennifer Stansbury

Co-Founder, Managing Partner

slide-2
SLIDE 2

The Benchmarking Company is a bi-coastal beauty and personal care consumer research firm with a proven track record in cosmetics, skincare, beauty devices, body care, hair care, nail care, fragrance and wellness/personal care. Laser focused on providing:

  • Quantitative research
  • Qualitative research
  • In-home beauty and personal care

product testing Benefits:

  • Proof of efficacy
  • Sell-in
  • Sell-through
  • Consumer insights
  • Validation
  • Risk mitigation

U n d e r s t a n d i n g t h e b e a u t y c o n s u m e r i s w h a t w e d o .

slide-3
SLIDE 3

TBC Conducts Research For Top Brands

slide-4
SLIDE 4

TBC Conducts Research For Top Brands

slide-5
SLIDE 5

Past PinkReports

slide-6
SLIDE 6

2018 PinkReport

The New Age of

Naturals

July 2018

slide-7
SLIDE 7

Snapshot of the Natural & Organic Cosmetics Market

  • The global organic and personal

care market is expected to reach USD $25+ billion by 2025*

  • Natural & Organic skincare sales

expected to increase 10% between 2016 and 2025*

  • Driving growth in this market is

fueled by consumer concern with impacts of chemicals on their skin and in their bodies.

  • Natural and organic brands grew

7% in 2016 as compared to traditional cosmetic offerings at 2% growth for the same time period.**

  • In 2017, natural beauty grew

16% over previous year.***

*Grand View Research Report, Nov. 2016 ** Kline & Company, 2016 ***Nielsen Wellness Track, 2018

slide-8
SLIDE 8

Because We Know Data Informs Decisions

TBC’s Stats

▪ More than a decade serving

major brands and Indie darlings in the beauty and personal care industry

▪ Captured more than 2.5

million consumer opinions

▪ Vetted beauty and personal

care panels of 120k+ (male and female)

▪ Tested more than 700 unique

products

▪ Members of CEW, ICMAD, BIW,

PCPC

Topline Findings

  • Clear misperceptions

regarding natural/organic classifications

  • Growth fueled by health

concerns

  • Natural outpaces organic
  • Efficacy still rules
  • Natural/organic buyer cares

about ingredient transparency

  • Natural/organic buyer has

ethical expectations of the brand

slide-9
SLIDE 9

Who Is the Natural and Organic Beauty Product Consumer?

She seeks the truth

  • 91% believe it is important that the brand lists

all of its product ingredients clearly on its website She is principled

  • 81% believe it is important that the brand

does not test on animals She is socially aware

  • 72% believe it is important to the brand pays

a living wage to all employees

  • 71% believe it is important for the brand to be

socially and environmentally responsible She is concerned for the health of our environment

  • 76% believe it is important the brand is

“green” and eco-friendly

*females who indicated they buy natural/organic beauty

slide-10
SLIDE 10

The Natural & Organics Beauty Buyer

84%

Are willing to spend more on a natural beauty product and 81% are willing to spend more on an

  • rganic beauty product

62%

Have been using natural and/or organic beauty products for less than 6 years

100%

  • f all age groups are

represented among the natural & organic buying consumer. The 30-39 year old is the largest age group purchasing natural and organic beauty products.

100%

  • f all socio-economic

groups are represented among the natural & organic buying consumer

*females who indicated they buy natural/organic beauty

70%

Purchase natural/organic products at least every

  • ther time they shop
slide-11
SLIDE 11

What She Expects from Natural & Organic Beauty Products

  • Results
  • Proof of efficacy
  • Safer and healthier

for her body and her family

  • Manufactured in an

environmentally responsible manner

slide-12
SLIDE 12

Organic vs. Natural, Do Consumers Understand the Difference?

Does it matter? 50/50 then and now.

70 30

2018

Know the difference Do not know the difference

49 51

2008

Know the difference Do not know the difference

slide-13
SLIDE 13

Shattering the Myths Naturals & Organics*

True or False? A beauty or cosmetic product must be comprised of 100% organic ingredients to be considered or labeled “Organic.” 36% said False FALSE For a beauty product to be labeled organic, it must be certified by the USDA. 63% said True TRUE Cosmetics made with “organic” ingredients are safer for consumers than those made with ingredients from

  • ther sources. 56% said True FALSE

A beauty product can be labeled as “natural” and contain up to 30% synthetic ingredients. 54% said True There are governmental guidelines for labeling a product “natural.” 31% said False FALSE Natural or organic products are NOT tested on animals. 37% said False FALSE

*females who indicated they buy natural/organic beauty

slide-14
SLIDE 14

That Was Then, This is Now Naturals & Organics

68 49 10 20 30 40 50 60 70 80 Percentage of female consumers who purchased natural/organic beauty products

Rise in # of Consumers Purchasing Natural/Organic Beauty Products Over Past 10 Years

2018 2007

slide-15
SLIDE 15

Top Reasons She Purchases Natural/Organic Products

24% 30% 31% 35% 36% 36% 40% 55% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% I believe synthic ingredients cause diseases such as cancer I don't have adverse reactions to natural/organic products My family/children's health Natural/organic ingredients have stronger healing/soothing qualities I believe they work just as well as synthetic products, but healthier I don't want chemicals on my skin They're good for the environment I feel better about purchasing natural/organic Natural/organic products are healthy for my body

Reasons For Purchasing Natural/Organic

Percent

slide-16
SLIDE 16

Shelf Life 63%

80%

Price

79%

BPA Free

70%

Does not test on animals

75%

Beauty & Personal Care Products Top Considerations in Her Purchase Decision

*females who indicated they buy natural/organic beauty

Plant Derived

50%

Uses Renewable Ingredients

49%

Paraben Free

57% Practical Aspects Ethical & Environmental Considerations Health

slide-17
SLIDE 17

Affordable

80%

Effective

95%

Accessibility

81%

Positive reviews & claims

86%

Beauty & Personal Care Products What’s Important to Her

*females who indicated they buy natural/organic beauty

slide-18
SLIDE 18

Beauty & Personal Care Products You have 3 seconds of her attention

She’s looking for key information on your products’ labels.

% of women who look for the following when making a purchasing decision.

*females who indicated they buy natural/organic beauty

44% 56% 58% 59% 61% 63% 70% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Consumer claims (i e 95% of women agreed they saw fewer lines and wrinkles after one… Animal Cruelty free symbol Product size (i e 1 7oz , 120mL, etc ) Free of chemicals thought to be hazardous to health Usage instructions Messages saying who the product is intended for (i e for all skin types, for fine hair, etc ) List of ingredients Expected results or benefits (i e firmer skin, fewer blemishes, clump-free lashes, etc )

slide-19
SLIDE 19

11% 16% 16% 22% 43% 48% 58% 36% 65% 12% 15% 32% 27% 42% 41% 52% 57% 61% 12% 16% 19% 25% 41% 42% 53% 58% 57% 9% 9% 9% 23% 33% 35% 39% 54% 48%

0% 10% 20% 30% 40% 50% 60% 70%

Clothing Fragrance Child/baby care (i e lotions, diaper cream, etc) Sunscreen Cosmetics Haircare Bath & Body Household cleaning products Skincare

Natural Products She Buys

Boomers Gen X Millennials Gen Z

slide-20
SLIDE 20

5% 7% 9% 17% 28% 32% 19% 36% 45% 31% 45% 51% 5% 6% 21% 15% 22% 22% 25% 29% 36% 41% 51% 64% 5% 8% 12% 15% 22% 24% 26% 29% 33% 43% 55% 72% 4% 4% 4% 12% 15% 17% 25% 18% 24% 35% 48% 68%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Clothing Fragrance Child/baby care (i e lotions, diaper cream, etc) Sunscreen Cosmetics Haircare Household cleaning products Bath & Body Skincare Meat Dairy/Eggs Produce

Organic Products She Buys

Boomers Gen X Millennials Gen Z

slide-21
SLIDE 21

Where Buyers Shop Organic & Natural Beauty or Personal Care

43% 52% 47% 33%

10 years ago? 1.) Superstores and beauty specialty stores (34% tied); 2.) Internet (in general) 25%; 3.) Drugstore (24%); 4.) Natural Foods store (17%)

slide-22
SLIDE 22

Natural & Organic Beauty Product Spend*

% of Natural/Organic Buyers willing to spend more on Natural/Organic Beauty Products 74% 26%

Yes No

68% of NON-regular buyers of natural/organic beauty or personal care buyers are willing to spend more.

slide-23
SLIDE 23

Ingredients Matter

Consumers list specific ingredients that appeal to them when purchasing a natural or organic product

Aloe Vera 80% Vitamin C 71% Vitamin E 71% Argan Oil 68% Coconut Oil/Essence 67% Lavender 67% Tea Tree Oil 66% Honey 65% Avocado Oil 64% Green Tea 63%

*females who indicated they buy natural/organic beauty

slide-24
SLIDE 24

Opportunity for Natural & Organic Brands

  • Demonstrate efficacy

through claims, reviews

  • Help define industry

standards for “natural”

  • Educate your consumer
  • Innovate natural/organic

versions of what she/he already uses

  • Be responsible – ethically,

socially & environmentally

slide-25
SLIDE 25

For more information, contact: The Benchmarking Company 11710 Plaza America Drive Suite 2000 Reston, VA 20190 Office: 703-871-5300 x102

Jennifer Stansbury Co-founder, Managing Partner jenn@benchmarkingcompany.com