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:
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.
