Cosmetic claims are one of the factors that persuade consumers to make a purchase. But do they really trust the claims made by brands? The Benchmarking Company surveyed a panel of 3,000 people.
This study was carried out in June 2024 among 3224 American women.
The importance of claims
Before buying a cosmetic product, consumers pay close attention to the benefits promoted (66%). 53% said that marketing claims had more influence on their decision than they had in the past.
Claims help American women to understand the benefits that skincare products promise to deliver (94%) and to know who the product is intended for (87%).
Mistrust, mistrust
86% of American women surveyed believe that certain brands exaggerate the qualities of their ranges. 66% of them have become more sceptical about the claims made on packaging. “Nearly one in three women interviewed said they had difficulty distinguishing between a clinical claim and a consumer perception claim,” says The Benchmarking Company.
For 90% of respondents, all claims should include clear information on how they were established. American women therefore expect transparency.
Another 60% said that advertisers should specify whether the claims made in an advertisement are based on consumer opinion or on a clinical study.
Respondents believe that brands should be required to disclose the following when they publish the results of claims on packaging, in advertisements or at points of sale:
• The number …
