Cosmetics Buyers Prefer Brand Names

Wed, 04 Aug 2010

A recent American study of cosmetics shoppers have come up with some surprising results.

The surver was undertaken by the market research firm Kairos Consumers.

It found that consumers prefer brand name makeup to the claims of natural and organic makeup.

This is due to consumers wanting more information regarding the effectiveness as well as product claims of natural and organic cosmetics .

The Kairos study involved focus groups and brand audits.

It uncovered that cosmetics shoppers find it more easy to understand brand cosmetic claims and more familiar with brand names. Hence, they purchase them as opposed to products which are labelled organic or natural.

A majority of respondents who purchase organic and natural cosmetics stated that they were not certain as to what constitutes an organic or a natural product.

In addition, they said that natural or organic products appealed to them due to their messages about safety and due to the omission of specific "negative" ingredients.