The Honest Product Cosmetics Personal Care · Being honest, even about problems, increases trust...

The HonestProductfor Cosmetics& Personal Care

A GUIDETO PRODUCT

TRANSPARENCY FORSUSTAINABILITY,

ETHICS ANDHEALTH

CGF&FUTERRA

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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 youSolitaire@wearefuterra.com@GreenSolitaire

Twitter: @futerraInstagram: @futerra