Nielsen's Six Steps to Make Beauty Products 'Shine on the Shelf'  6/15/2016


According to Nielsen, the beauty category is a huge category with approximate $50 billion in sales, driven by strong consumer demand (see chart below). Ninety-nine percent of U.S. households purchase beauty products with an average spend of $257 annually. However, growth in the category has been moderate.

In order to make your products "stand out on the shelf," Nielsen recommends the following six steps:

1. HAVE MANY NATURAL VIRTUES
Packs that look more “natural” lost other desirable qualities such as looking innovative, effective, glamorous, etc.

2. CHOOSE YOUR WORDS WISELY
Women of varying ages have different mindsets around aging; sensitive to word choices.

3. CLEARLY DESCRIBE IT
Ingredient claims attract much attention relative to other pack elements.

4. LET ME COUNT THE WAYS
Anti-aging products that promise multiple benefits fare well.

5. HARNESS THE BEAUTY OF BENEFITS
Benefits garner more attention and elicit more reactions than any other area of a package, including ingredients and brand name.

6. SHOW THEM A GREAT TIME
Top-performing anti-aging packs set specific expectations for how long a product will take to make a noticeable difference. 

Joseph Tarnowski

VP Content

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