Nielsen's Six Steps to Make Beauty Products 'Shine on the Shelf' 6/15/2016
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.