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The HonestProductfor Cosmetics& Personal Care
A GUIDETO PRODUCT
TRANSPARENCY FORSUSTAINABILITY,
ETHICS ANDHEALTH
CGF&FUTERRA
The Honest Fashion GuideMay 14th 2018
14.05.19
The Honest Generation13th June 2019
13.06.19
The Honest ProductOctober 26th 2018
26.10.18
have changed brands or products in the past month
The Honest Product for Cosmetics & Personal Care
40%4
3%
43
%52
%47
%4
2%
24%
In the last month In the last 3 years Never
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
Source: BloombergThe Honest Product for Cosmetics & Personal Care
Rising to
48%of Gen Z consumers that have switched within the last month
Source: Bloomberg
Rising to
48%of Gen Z consumers that have switched within the last month
Gen Z (aged 22 and under)
Millennials
As of 2019, Gen Z are the biggest consumer group worldwide
The Honest Product for Cosmetics & Personal Care
The Honest Product for Cosmetics & Personal Care
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
And when they switch, they want more
89%“Agree brands should actively be talking about if their products are sustainable and ethical”
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
The Honest Product for Cosmetics & Personal Care
And when they switch, they want more
“Agree brands should actively be talking about if their products are sustainable and ethical” 89%
“There is a need for more honesty and transparency from brands on their product ingredients”94%
75%
89%
85%
92%
94%
72%
47%Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
Honesty and transparency is their top need
I consider the impact the products I buy might have on my health
There is a need for more honesty and transparency from brands on their product ingredients
I like to try out small or independent brands
Brands should actively be talking about if their products are sustainable and ethical
I have changed my buying habits in the last 2-3 years to be more ethically and sustainability conscious
I consider the impact the products I buy might have on the planet
Big brands are more sustainable than small or independent ones
The Honest Product for Cosmetics & Personal Care
Recycling
Fair
Tra
de
Animal Testing
Oceans & Plastics G
lob
al
War
min
g
ChemicalsSource: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
Awareness of sustainability issues has been raisedSome of the specific sustainability concerns consumers care about
The Honest Product for Cosmetics & Personal Care
Environment
Health
Environmental issues are spontaniously raised more often than health issues when it comes to personal care
The Honest Product for Cosmetics & Personal Care
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
53%
50%
47%
43%
43%
42%
42%
41%
41%
41%
38%
37%
36%
36%
3%
More than anything else, consumers want the facts
Facts about the impact ingredients have on your health
Recommendations about which products are better for the environment
Facts on the manufacturing process of their products
Facts on the dangers associated with the ingredients in their products
Direction on how to choose ingredients that suit your skin/hair
Advice on which ingredients to avoid in personal care products
Advice on how to choose sustainable products
Facts about the impact ingredients have on the environment
Facts on where they source their ingredients
Advice on which ingredients are good to have in personal care products
Information on why they’ve included specific ingredients
Recommendations about which products are better for your health
Benefits of the ingredients in their products
Facts about what different ingredients do/how they work
None of these
The Honest Product for Cosmetics & Personal Care
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
More than anything else, consumers want the facts
53% Facts
50% Facts
47% Facts on the dangers associated with the ingredients in their products
about the impact ingredients have on your health
about the impact ingredients have on the environment
The Honest Product for Cosmetics & Personal Care
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
Dec
rea
sing
resp
ons
ibili
ty
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54.
In USA, Brazil, France, Germany, China and Japan.
The individual
The brand / manufacturer
The media
Retailer
Consumers see it as their responsibility to choose the right product
Independent bodies / Governments
The “decider”
The “factual information provider”
The “information spreader”
To “provide wider education & police information provided”
The Honest Product for Cosmetics & Personal Care
Do your consumers trust you?
The Honest Product for Cosmetics & Personal Care
Do your consumers trust you?
Do you trust your consumers?
The Honest Product for Cosmetics & Personal Care
DareShare Care
So what can brands do? Here’s our three honest principles
The Honest Product for Cosmetics & Personal Care
Share – what it means
Be open
Go beyond transparency and share proactively the information that affects your consumers or the things they care about
Such as how their product was made, what it’s packaged in, and what impact it has on the planet
The Honest Product for Cosmetics & Personal Care
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
Share – how to do itAccording to consumers, there are several ways brands can deliver ‘honesty’ on pack
Decent sized / large font implies short, concise and ‘loud and proud’.
Use the buzzwords people are familiar with -if it’s a paraben, call it a paraben. Use recognizable shortcuts e.g. “100% natural”, “free-from xyz” or “dermatologically tested”. Also use mother tongue.
Removing exaggerated claims such as “amazing” and “definitely” and being realistic with results will increase ‘honesty’ perceptions.
Tools to ‘find out more’ implies to consumers that the brand / product isn’t hiding anything and wants to give them all the information necessary. This info needs to be factual to be persuasive.
Calls in France to introduce a colour coding / traffic light system so consumers can instantly ascertain how natural a product is at a glance.
Font size Familiar terminologyRemoving persuasive language
QR codes / website links Simple visuals to aid comparisons
The Honest Product for Cosmetics & Personal Care
Care – what it means
Like any good relationship, it only works when you both truly listen and respond to each other (rather than fighting about who is technically right)
So even though you might not agree - it doesn’t matter
You’re here for them, so pay attention, and care about what they care about
The Honest Product for Cosmetics & Personal Care
Care – how to do itCase studies
The Honest Product for Cosmetics & Personal Care
Dare – what it means
Don’t be afraid to have a voice and a point of view on the things that matter to you and your consumers
Share work-in-progress and long-term goals – don’t wait until things are perfect
The Honest Product for Cosmetics & Personal Care
Trust the same
Trust less
0 10 20 30 40 50
Trust More
Millennials Gen Z
Dare – how to do it Being honest, even about problems, increases trust
“How would it affect your trust of a brand if they were honest about a current issue they have with a product, such as the impact on the environment or the way their factory workers are treated?”
The Honest Product for Cosmetics & Personal Care
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
And finally…
Independent certification of the product 6%9%8%22%13%
Animal testing information 6%7%8%26%14%
Information on the health effects of the ingredients 5%10%9%22%17%
Information on any chemicals the product contains 5%9%7%20%21%
Information on product origin 4%5%8%27%19%
Information on dermatological tests on the product 5%9%10%26%15%
Reviews of how effective the product is 4%18%10%27%9%
Scientific information on ingredients 5%8%8%41%19%
Information on the environmental effects of the ingredients 5%10%9%41%16%
Positive and negative information about ingredients 5%14%8%41%15%
Information on scientific tests on the product 6%8%9%38%14%
Information on product manufacturing process 5%5%9%37%12%
Information on the brand who produces the product 5%5%9%36%9%
Information on the brand/company’s sustainability goals 6%5%10%36%9%
Employee pay and treatment information 12%10%7%3%6%
45%
43%
43%
48%
45%
40%
33%
42%
39%
36%
35%
29%
26%
26%
19%
On product packaging (front and back) On store shelves On brand website In product/brand advertising Independent reviews/sources Don’t know
Info on ingredients, chemicals and product origin are most expected to be on pack Brand info, including sustainability goals and employee welfare are expected online
The Honest Product for Cosmetics & Personal Care
Source: CGF and Futerra x Savanta October 2019. Online community; 66 participants over 3 days. Online survey; 6085 respondents. Aged 16-54. In USA, Brazil, France, Germany, China and Japan.
Thank [email protected]@GreenSolitaire
Twitter: @futerraInstagram: @futerra