Marketing factors to boost purchasing decisions for non-animal tested cosmetics, research reveals

19 Jul 2022 --- Thailand-based researchers have found that product promotion, including quality, appearance, sales and discounts, are “extremely important” factors affecting consumer decisions on purchasing cosmetics and skincare products that are not tested on non-animals.

The participants from the University of Applied Sciences Western, Switzerland, were sent questionnaires. They listed other influencing factors, including places such as retail stores. However, the least important was product packaging – to which respondents provided a neutral response. Respondents also showed future intentions to purchase cosmetics that are not tested on animals.

Over 77% of the participants said they think animal testing is unnecessary because animals should not be abused for cosmetics and skincare testing. Also, 78% said they trust cruelty-free logos, and 12% do not.

“Nowadays, many volunteers are willing to experiment and have the lab grow artificial human skin for cosmetics and skincare testing,” say the researchers. Policymakers in retail are advised to focus on digital and social media tools to build customer relationships and create positive images for consumers.

Communication factors
The researchers at Kasetsart University suggest that to develop positive consumer perceptions of non-animal tested cosmetics, companies should proactively increase the advertising budgets targeting the communication of benefits of selecting one company over another.

The content and the motivation behind company communication are significant factors in convincing consumers to buy cruelty-free cosmetics.

The researchers note that cosmetic companies which ban animal testing have a better image than those that continue to test on animals.

They also found factors such as “quality and appearance,” “sales promotion,” “cosmetic retail stores,” “public relations,” and “purchase via online shop” have significant effects on consumer purchasing decisions for non-animal tested cosmetics.

The emphasis on non-animal tested cosmetics comes as the European personal care industry faces uncertain rules regarding animal testing. Speaking with PersonalCareInsights, the European Chemicals Agency and the EU Commission defended animal testing for the long-term protection of human and environmental health. At the same time, Unilever, The Body Shop and Peta say otherwise.

CSR for brand image
The study aimed to explore marketing content and the motivation in communicating factors that affect consumer purchasing decisions for non-animal tested cosmetics.The researchers suggest that the management in retail stores should focus on building CSR activities.

More specifically, the researchers suggest that the management in retail stores should focus on building corporate social responsibility (CSR) activities – aiming at providing more excellent value to the community and business stakeholders. This may lead to a better presence among competitors.

Focusing on CSR programs may also be valued by business stakeholders and lead to a greater brand image.

Another Thailand-based study found that for compelling CSR communication, beauty and personal care companies should communicate by enhancing clear and committed information with personal relevance, transparency and consistency and communicating with precise facts rather than emphasizing a promotional tone.

Furthermore, policymakers in retail are advised to focus on digital and social media tools to build customer relationships and create positive images for consumers.

By Venya Patel

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