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  • Consumer Aspirations,

    Claims Investigations,

    and Product Evaluations

    Birnur K. Aral, PhD and Mary E. Clarke

    Good Housekeeping Institute

    Society of Cosmetic Chemists

    Toronto

    November 6, 2014

  • Good Housekeeping - Founded in 1885

  • Good Housekeeping Research Institute

    - Established in 1900

  • Our Roll of Honor

  • -The New York Times

    There is a kind of assurance that buying your ring at Tiffany inures you

    from bad marital juju, as if

    the union were protected by

    the Good Housekeeping

    Seal of Approval.

    An American Icon

  • Tremendous Influence

    Great Deal of Influence

    Some Influence

    92%

    41%

    34%

    17%

    85%

    22%

    33%

    30%

    79%

    14%

    29%

    36%

    76%

    24%

    28%

    24%

    66%

    13%

    22%

    31%

    SOURCE: Fairfield Research, July 2011

    66%

    16%

    23%

    27%

    64%

    13%

    26%

    25%

    47%

    6%

    14%

    27%

    43%

    4%

    12%

    27%

    47%

    4%

    11%

    25%

    37%

    4%

    9%

    24%

    Seal Emblem Recognition

  • Health, Beauty, and Environmental Sciences Lab

    Product Categories

    Beauty Products

    OTC drugs, dietary supplements

    Water filtration devices

    Insecticides, pesticides

    Pet food

    Consumer Advocacy

    Is It Safe to Heat Food in Plastic?

    Keratin Hair Treatments: Do they

    contain formaldehyde?

    Is Your Tap Water Safe? Partnered

    with U. of Arizona and U. of Nebraska

    Our Reach

    20 million magazine readers

    9 million unique visitors to

    goodhousekeeping.com

    Product Reviews Channel

    5.3 million page views/month

    5.1 million views for beauty

    content

    Inside the Institute Blog

    7 Years Younger best-selling books

    National and local TV, radio,

    newspaper interviews

    http://www.goodhousekeeping.com/

  • Instrumentation

    Climatology Chamber

    Visia Complexion Analyzer-Canfield

    Corneometer- Courage-Khazaka

    Cutometer- Courage-Khazaka MPA 580

    TEWL-cyberDERM RG-1-Evaporimeter

    Chromameter-Minolta CR-310

    Wash Station-Custom design

    Mechanical Tester-Instron Model 5944

    with TRIs Comb attachment

    Shine Cylinder-Custom design

    Consumer Panel

    Survey Monkey Survey Analytics

    Panel Size: ~4000

    91% Female

    On-Site Testers: 350+

    100+ within Hearst Tower

    At least 22 testers enrolled per product

    Methodology

  • Launched in 2010

    AA Skin Categories Day creams with SPF

    Night creams

    Eye creams

    Serums

    Age-spot treatments

    Peels

    Instant wrinkle smoothers

    Firming Creams

    Lip treatments

    Hand Creams

    Sunscreens

    Body Lotions

    AA Hair Shampoo and Conditioners

    Deep conditioner/Masks

    Serums

    Thickening

    Hair Color

    Permanent

    Root Touch-ups

    Instant Root Touch-ups

    Volumizing Mousses

    AA Makeup Categories Foundations

    Primers

    Concealers

    Lipsticks

    Lip Plumpers

  • 5,229 Female testers age 35 or older

    Average age: 49

    Products Screened: 1500+

    Advisory boards

    Top dermatologists

    Top makeup artists

    Top hair science and measurement experts

    Products Tested: 593

    Consumer questionnaires tallied: 10,228

    Visia before-and-after pictures: 12,337

    Corneometer data points: 20,820

    Cutometer data points: 11,696

    Hair swatches used:1,667

    5,284 wash/dry cycles used to test hair color

    3.706 frizz measurements

    Products Awarded: 109

    Winners: http://www.goodhousekeeping.com/product-reviews/

    The Story In Numbers

    http://www.goodhousekeeping.com/product-reviews/http://www.goodhousekeeping.com/product-reviews/http://www.goodhousekeeping.com/product-reviews/http://www.goodhousekeeping.com/product-reviews/http://www.goodhousekeeping.com/product-reviews/

  • Topicals do have limitations but you can get good results

    62 year old subject after 8 weeks of daily use of drugstore

    brand day moisturizer with SPF 30 containing retinol

  • At times you can get striking results

    80 year old subject after 8 weeks of twice daily use of

    drugstore brand serum with pro-retinol

  • Price doesnt always correlate with performance

    Boots No7 Protect and Perfect Serum ($21/1 oz)

    Gold in 2010

    La Prairie Cellular Power Charge Night Cream ($475/1.35 oz)

    Gold in 2013

    Facial Moisturizers

    With SPF 30 (2013) less moisturizing than those with SPF 15

    SPF 30- ~6.5% at 6 hrs.

    SPF15- ~19% at 6 hrs.

    Night creams tested in 2013 in two categories

    w/ and w/o retinol performed similarly in the lab and with consumers

    Products w/retinol more potent but not tolerated as well

    panelists skipping 1-3 days between use

    Anti-aging makeup

    Were skeptical at first but

    Moisturizing and/or firming foundations and concealers

    No significant improvements in wrinkles

    Thickening serums tested for our sept 2014 hair awards

    All six that were tested via Laser Micrometry showed and increase in cross-

    sectional area after product application.

    Some General Observations

  • Sun Protection - Best Action Against Skins aging

    Results from our latest Sunscreen Test

    17 Broad Spectrum SPF 50 products with 80 min water-resistance

    Best sellers as per each brand

    9 Lotions + 6 aerosols+1 gel+ 1milk

    14 chemical sunscreens + 3 mineral/physical sunscreens

    Field test in Summer 2013 + stain testing in the Lab

    Each product distributed to minimum of 22 testers 15-22 Returned per product

    N=332

    In 41 states

    Ages 18 and above

    ~5% of tester pool was male

    They used it at least twice while outdoors in the sun 66% exercised outdoors such as jogging and biking 52% went to the pool or swam

    37% went to the beach

    24% were involved in other activities, which included

    yard work/gardening, playing tennis, etc.

    16% went boating/sailing

  • Consumers generally satisfied with the

    sunscreen category

    All scored excellent for preventing from

    sunburn and quite well for water

    resistance.

    Consumer Satisfaction #1-Chemical sunscreens non-aerosols

    #2-Mineral sunscreens

    #3-Chemical sunscreens - aerosols

    Low in fragrance, texture, and

    irritation/stinging attributes

    Low in being oily/greasy/slippery and

    leaving a filmy residue

    Did not score higher for ease of application

    Stain Testing performance 1- Mineral sunscreens

    2- Chemical sunscreens non-aerosols

    3- Chemical sunscreens - aerosols

    General Results

  • Ease of Use + Performance Predictor variables (12)

    1. This product was easy to apply to my body.

    2. This product had a pleasant fragrance.

    3. I liked the texture of this product.

    4. The product absorbed well into my skin.

    5. This product did not leave a filmy residue on my skin.

    6. This product did not cause any stinging or irritation.

    7. This product did not stain or rub off on clothing, swimsuit,

    towel, furniture, etc.

    8. This product did not feel tacky on my skin

    9. This product did not feel greasy/oily/slippery on my skin.

    10.This product didnt make my skin feel dry.

    11.This product resisted water well.

    12.I didnt get sunburn during the times I used this product.

    Satisfaction Dependent/criterion variable (1)

    1. Overall, I was satisfied with the product to continue using it.

    Open-ended

    Likes

    Dislikes

    Other Comments

    SPSS Analysis- Linear Regression

  • Most Important Attributes That Drive Consumers

    First Zero-order correlations of all 12 variables was carried out

    then a stepwise multiple regression was conducted

    R2= 0.67 1. I like the texture of this product : 0.376

    2. This product was easy to apply to my body: 0.240

    3. This product absorbed well into my skin: 0.222

    4. This product did not stain or rub off on clothing, swimsuit, towel,

    furniture, etc.: 0.185

    5. This product had a pleasant fragrance: 0.177

    6. This product did not cause any stinging or irritation: 0.113

    Text analysis feature of Survey Monkey used to analyze

    comments for Likes

    1. Easy to apply/Easily/Application

    2. Greasy/ Not oily/Texture

    3. Smell/Fragrance

    4. Protected/Burn

    5. Absorbed

  • What Sways Consumers Decision Negatively

    Looked at outliers in our data where a consumers

    overall satisfaction behaved in an unpredictable way

    A larger data set is ideal

    When disliked following were among those that swayed

    consumers overall satisfaction negatively.

    1. This product had a pleasant fragrance.

    2. This product did not leave a filmy residue.

    3. This product did not cause any stinging or irritation.

    4. This product did not feel drying

    The text analysis feature of the Survey Monkey was

    utilized to analyze open-ended consumers Dislikes

    1. Smell/Sc