Consumer testing has been applied to testing various personal care products such as skin care, hair care, sun care, makeup, or toiletries. targeting a multitude of consumer types. With the digitized evolution from how to shop, but also the personification of personal care itself, these testing methods address the importance to beauty brands of be closer to consumers and their new expectations around the world.

Multi-criteria approach

Since the origin of the Beauty industry, consumer tests have offered the possibility of scientifically evaluating, globally or separately, simultaneously, the tolerance, organoleptic properties, insights, perceived performance and overall satisfaction of products.

For two years and the appearance of Covid, consumer perceptions have been very important elements in measuring the impact of wearing a mask on the properties of the face care (moisturizer, foundation, non-comedogenic). It is the best way to know better the performance of skin care when the conditions of temperature, pH, Co2, friction change noticeably.

Claims evaluated by consumer testing must not be misleading and must provide sufficient grounds for consumers. IN EU, UK and ASEAN – depending on specific claims for US, Canada, Korea, Japan and China – they must comply with the 6 common criteria provided for in EU Regulation 655/2013, which include compliance with legislation, truthfulness, evidence, adequate and verifiable, sincerity, fairness, informed choice. Information such as name, description, brands and images must be useful, clear, fair, truthful, understandable and objective.

The information obtained through these consumer tests is used for a variety of purposes, including screening of prototypes, competitive evaluations, product development, objectification of tolerance and efficacy. It allows to justify all types of claims on all types of subjects for finished products but also for active ingredients.

The multiple advantages of these protocols

Good cost/results ratio for a fast and reliable methodology,

- Large panels targeting different types of consumers and ethnicities all over the world,

- Dedicated terminology and specific questionnaire. Variety of self-assessment systems: scales, all that applies (CATA) check question with simple comparative tests and structured questions regarding the extent of acceptance.

- Knowledge of the behaviors behind shopping habits and beauty routines.

- Digital Process and Imaging Opportunity with complementary mobile devices and software: Head scan…

Study results with many benefits

- Multi-criteria evaluation: tolerance, efficacy, texture,

- Expert control and statistical analysis and scientific data,

- Easily understood by consumers.

The personal care industry is aware that more information is needed to determine why products are well received by consumers. For product development and the definition of marketing and communication strategies, this information is crucial to ensure that the product experience corresponds to the branding and the product message. Additionally, these test protocols help both marketing and R&D teams, providing a great opportunity to better understand consumer satisfaction. It helps to communicate better with target users and increase market success. Finally, the product whose safety and effectiveness have been evaluated by the panels becomes a more reliable option in the minds of consumers.

Recommended Posts