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Study Explores Consumer Attachment to Naturals/Organics
Posted: January 21, 2008
page 4 of 4· When asked which retail outlets she trusts most to purchase beauty products that are natural/organic, 37% felt special beauty stores lead the pack, followed by local health food stores (31%), natural foods stores (30%), superstores and the Internet (27%), and specialty grocery stores (22%).
The 123 page study tracks women’s opinions on more than 80 natural/organic beauty brands, showcases the five top study vitals, provides a section summary with forward thinking Pink Predictions™, includes 72 tables and charts and hundreds of data points critical to marketing decision-making. The study is divided into chapters covering a detailed consumer profile, her self care and family care routine, her natural/organic knowledge base, her attitudes and beliefs about natural/organic cosmetics and their claims, natural/organic brands she knows, loves and dislikes, her attitudes toward inside/out beauty and her willingness to try nutricosmetics and cosmeceuticals, and her brand buying influencers and attitudes, which includes a lengthy retail shopping trust analysis. Findings are cross-tabulated to provide detailed results by self-identified type of buyer: one who normally buys natural/organic beauty products and one who normally buys traditionally made beauty products.
The 2008 Pink Report The Age of Naturals was based on a 40-minute online survey from a nationally representative sample of more than 1,800 women across the U.S. ages 18-50+. The margin of error for an online survey with this sample size is +/- 4 percent, and it assumes a 95 percent level of confidence. The report, fielded in September and October 2007, contains a detailed analysis and full scope of the data results. Data tables are segmented by self-identified type of buyer (natural/organic beauty buyer or traditional beauty buyer), with some data benchmarked against the same questions asked in past Pink Reports™. The report defines beauty buyers as women who declared they had purchased skin care or makeup products over the previous 12 months.