Colourism & Cosmetic Claims Part 2: New Insights Why Consumer Use Skin Lightening Products

In this second part of our research into the insights why consumers use skin lightening products we investigated key outcomes of the first study more deeply, especially the concerns over skin whitening products and why consumers use them. In this second study, addressing ingredients, claims, product purpose, why consumers use them, as well as product safety, ‘not meeting user expectations’, ‘overt claims’, and ‘ingredient safety’ or ‘trustworthiness’, stand out as the key biggest issues surrounding skin lightening products. Marketing is a two-way communication with consumers, so if their need is for ‘even skin tone’ and not skin ‘lightening’, product claims need to change to reflect that need, and not be driven by default marketing assumptions. Clearly, there is an opportunity for a complete rethink in product strategy and marketing messaging within the industry, in order to provide so-called skin lightening products which enhance the ‘appearance of the skin’ in terms of ‘attractiveness’, ‘smoothing out the complexion’ and leaving it ‘less dull-looking’.Read all about consumer insights and advertising claims for beauty tools and devices in an article our Director, Carys Smith, has done for tks publisher for the new Beauty Horizons publication.

 

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