Research: The Impact of Claims on Beauty Product Sales
Research Summary
To assess the impact that claims could have on beauty product sales, survey respondents were randomly assigned to view the same product (an “anti-wrinkle” cream) including either A) no claims, B) weak claims, or C) strong claims.
The inclusion of claims had a significant impact on purchasing metrics: compared with no claims, purchase intent increased by 29% with weak claims, and by 60% with strong claims. Offer acceptance ($29.95) increased by 88% and 266%, respectively.
Additional questions were asked to investigate the significance of claims to beauty consumers, relative to other purchasing factors.
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