New beauty products score with consumers

Image means a lot, but looks aren’t everything. The challenge for beauty product marketers once they get distribution at retail is convincing men and women in search of beauty solutions to select and buy their particular product out of the many choices already on the shelf. Brand identity certainly plays a role in that purchase decision, but so does optimal shelf location and the kind of new-product packaging that stands out against the competition.

 

Drug Store News recently reached out to Instantly, an on-demand consumer insights platform that produces the Instantly Shelf Score, to measure consumer perception of three recent beauty product introductions based on purchase intent, product differentiation, desire and value proposition.

 

Procter & Gamble’s recent Crest Pro-Health launch is generating early interest. As many as 76% of consumers identified the two-step whitening product as a “need” item to place in their shopping cart. Sally Hansen’s new Pearl Crush nail color was also high on that “need” list, with almost two-thirds of consumers both recognizing the new product as representing a great value and intend to purchase it. Similarly, the natural bath and body bar soap introduced by Yardley London generated a purchase intent of 54%, with 58% of consumers identifying the natural artisan soap as a good value.

 

For charts from this report, click here.