Abstract
What will win the hearts of the cosmetic and toiletries consumer - organic/natural ingredients, guaranteed results or celebrities?
Women are bombarded with product choice in today' s beauty markets, and the number of new launches keeps coming. Deciding which ones to buy is a tricky business, given that so many make similar product or ingredient claims. In order to differentiate their products, beauty companies are aligning themselves with celebrities or professional beauty experts, but this strategy begs a number of questions. Is the consumer persuaded to buy because someone famous is associated with the brand? Do they believe the product claims made by beauty brands? Are consumers turning their backs on it all, and opting for natural/organic products? In this Special Report, Mintel seeks answers to these questions and deciphers what motivates consumers to buy.
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