The Honest Product Cosmetics Personal Care · Being honest, even about problems, increases trust “How would it affect your trust of a brand if they were honest about a current issue

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




And when they switch, they want more

89%“Agree brands should actively be talking about if their products are sustainable and ethical”



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


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


Environment

Health

Environmental issues are spontaniously raised more often than health issues when it comes to personal care



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



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



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”


Do your consumers trust you?


Do your consumers trust you?

Do you trust your consumers?


DareShare Care

So what can brands do? Here’s our three honest principles


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



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


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


Care – how to do itCase studies


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


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?”



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



Thank [email protected]@GreenSolitaire

Twitter: @futerraInstagram: @futerra

Documents

The Honest Product Cosmetics Personal Care · Being honest, even about problems, increases trust “How would it affect your trust of a brand if they were honest about a current issue