A study conducted by market experts at Canadean Consumer has revealed UK consumers who use beauty products with organic ingredients believe the products to be overpriced and are not convinced of the health benefits and efficacy of organic beauty products.
Nancy Sharra, a research analyst at Canadean Consumer, commented that given the natural and organic trend the industry has been observing, these results are somewhat surprising.
“Organic ingredients in beauty products have long been perceived to be better and healthier because they have less or no chemicals or synthetic ingredients that have negative effects on our health,” she said.
“These results show that it is likely consumers are not entirely convinced. Many beauty products that contain organic ingredients are priced relatively higher than other products due to their perceived benefits.”
However, if these research findings are to be believed, then it suggests that consumers may feel the claimed benefits are exaggerated in order to charge a premium price.
Convincing to be done
The research surveyed 1,675 people who purchase organic beauty products, and indicates that if organic beauty product manufacturers are to enhance credibility, they need to do more to convince consumers about the benefits of such products.
It showed that among UK consumers who have used beauty products made of organic ingredients; more than six in ten say the products are overpriced.
Furthermore, 41 per cent of consumers do not believe that beauty products with organic ingredients are more effective than products without them and only 19 per cent of consumers agree that they feel good about themselves for using them.
Although organic ingredients in beauty products are associated with purity and being skin-friendly, 38 per cent of consumers who use these products do not believe they are healthier for them.
“It is likely that consumers feel they are not getting the perceived benefits in using beauty products made with organic ingredients. Despite advertising campaigns by manufacturers and retailers, it is clear that consumers are not able to connect or relate to the message”, concluded Sharra.