The beauty industry makes billions of dollars worldwide every year, with hundreds of different brands employing thousands of people. In the US, the industry has a substantial impact on the advertising industry and influences the ways Americans think about beauty. According to an article in Business Insider, 182 of the biggest companies in the world are owned by 7 conglomerates “Estée Lauder Companies, L’Oréal, Unilever, Procter and Gamble, Shiseido, Johnson and Johnson, and Coty.”
Beauty products can include skincare, hair care, body care, and nail care, they can include beauty devices, and they can include wellness and personal care products. In advertising their products, reliable manufacturers stake their reputation on the quality of their beauty product trials.
Let’s take a closer look at the advertising challenge manufacturer’s face when competing with each other to win market share and how reputable manufacturers overcome these challenges.
The Advertising Challenge
Although all beauty products need to advertise to keep a steady flow of sales, it can be difficult for consumers to decide what product to buy, because almost all manufacturers claim to have found the best possible solution to resolving specific beauty problems.
As a result of this hyperbole in marketing messages, consumers can’t rely on advertising claims alone to make an accurate decision on the benefits of using specific beauty products. While many established brands do their best to live up to their reputation as trusted providers of beauty products, not all manufacturers take the high road.
So, to add to the confusion in advertising, the Federal Trade Commission has caught many beauty product manufacturers red-handed for making false claims to hoodwink customers into buying their product.
Establishing Scientific Proof About Product Effectiveness
Unless there is some scientific basis for the benefit of the product, it can be difficult to differentiate between a statement of fact and an unsubstantiated claim.
A hypothetical example might make this situation a little easier to understand:
If three different manufacturers all claim to be the ultimate solution to remove acne in the quickest and safest way, how does the consumer decide who offers the best solution?
Realizing this quandary they are creating for consumers, as well as making an effort to avoid FTC penalties for each false claim, manufacturers use a variety of scientific ways for testing the efficiency of their beauty products. This scientific approach enables them to validate how well their products work with statistics. Besides winning consumer trust, the manufacturers also protect themselves from any unfair accusations about false advertising.
Gathering Honest Marketing Intelligence
In addition to proving that their product claims are true based on scientific testing, manufacturers also have to ensure that their products will please consumers. While science can prove if a product does provide measurable benefits, the product itself may not appeal to consumers.
In an effort to use marketing research to find out if consumers like their product, manufacturers often turn to independent third-party consumer research firms to conduct market research.
When it comes to marketing intelligence, manufacturers need to work with firms that offer unbiased and legitimate quantitative and qualitative consumer research. They must choose businesses that focus on being as objective as possible in their research.
They can’t afford to rely on a company that might offer consumers free product in exchange for an opinion, a review, or a testimony. If they do use an unethical company that uses suspicious ways to gather their data, the manufacturer will base their marketing and advertising campaigns on inaccurate claims about their product.