“Not tested on animals” is key beauty product claim for consumers

Not tested on animals, containing SPF and being all natural are the most important beauty product claims for consumers, according to new research. The item has not been tested on animals is a beauty product claim that is important to 57 per cent of consumers, according to a recent report from market analysts Nielsen. Fifty-six per cent said it was important that the product contained SPF, while 53 per cent highlighted the product being all natural, 52% that it featured no animal products and 44 per cent that it had an anti-ageing and anti-wrinkle effect as being key claims. However, the report highlights a difference between the product claims beauty consumers state matter the most, and the ones they are actually prepared to pay more for. When it comes to claims consumers are prepared to pay extra for, all natural tops the list, with 46 per cent. This is followed by containing SPF, anti-ageing and anti-wrinkle benefits and skin firming and lifting effects – all on 44 per cent - and not tested on animals, on 43 per cent. There is also a difference between the claims men and women are willing to pay a premium for. For men, all natural and organic are the top two claims, with 26 per cent and 21per cent respectively stating that they would be prepared to pay more for products featuring these claims. Meanwhile, the claims women are most likely to pay more for are not tested on animals (42 per cent) and contains no animal products (37 per cent). The research also found that consumers respond well to beauty packaging stating how fast the item will deliver results. One thousand consumers participated in the survey.