On the Beauty Perspectives blog for Natural Products Insider, we share three best practices for communicating about green ingredients in your product to consumers.
Green Ingredients: Change Behavior by Understanding Perceptions
“Even as consumer mindsets shift regarding “green” ingredients, purchase habits fall behind slightly. Natural ingredients or entirely green products are generally perceived to be more expensive, less effective, and sometimes dubious or confusing in their promises.
Through a meta-analysis of claims and consumer facing messages across multiple categories, including personal care, SKIM, a marketing research consultancy focused on impacting consumer decision making, identified three communications best practices for enlightening consumers about green ingredients…”