Cosmetics claims and the consumer

Designer fragrances and colour cosmetics are a good example, where prior to 2013, the use of sexual imagery and nuances was rife. However, from industry knowledge, today’s consumers, are not easily influenced by promises, e.g., of eternal youth, and even if some consumers are not highly educated, more often than not they have generated knowledge (credible or not), through a variety of outlets such as the internet, press, and social media in order to gain a better understanding of cosmetic products and what they are claiming. Furthermore, today’s consumers also tend not to consider product claims in isolation - they bring their past brand experiences and associations with them when they shop, which is key in the decision to purchase.

In order for cosmetic claims to be made, an understanding of consumer needs is a key requirement - this is called consumer insight. 

Standing out from the crowd is very important to humans. We all have this need to be someone. We see this with superstars and  socialites especially. Yet, how far is too far? Is this the role of cosmetics today? Do cosmetics even have a role here? Or, can we in this twenty-first century just focus on our skin’s real needs to show and enhance our real beauty, rather than hide it behind colour masks and aesthetic intervention? Are we still human beings, or have we finally become nothing more than pixelated objects for social media digestion? The skin has a need for many cosmetics, but what is our need? Stirring up dreams and desires reduces cosmetic products to mere snake oil, especially when we see the ‘sexing up’ of consumer desires through inappropriate advertising imagery claims, e.g., fragrances and makeup. Maximising profit, through overt claims, has come at the expense of the consumer and the integrity of the industry itself.