Developing consumer claims in cosmetic industry : regulatory considerations and market insights through case study analysis
Ojaniemi, Hanna (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060420996
https://urn.fi/URN:NBN:fi:amk-2024060420996
Tiivistelmä
This thesis is a case study on a new cosmetic product. The aim of this thesis was to explore the creation and utilization of consumer claims in marketing, alongside the regulatory framework governing these claims. A test group of 15 participants tested the product over 28 days, completing detailed surveys about their experiences and perceptions.
The primary objective was to develop credible consumer claims based on the feedback collected from the test group, which could then be leveraged in the product’s marketing strategy. The regulatory aspects of creating and using these claims in marketing were also examined to ensure compliance with relevant guidelines.
Data was gathered through a combination of direct feedback from the test group and extensive desk research. This included a review of existing regulations and marketing practices in the cosmetic industry. The feedback from the surveys was analysed to generate consumer claims that accurately reflect the product's benefits and user experiences.
The results indicated that consumer claims developed from test group feedback can significantly enhance marketing efforts, provided they are truthful and comply with regulatory standards. The findings also highlighted the importance of understanding and adhering to the regulatory environment to avoid potential legal issues.
The thesis suggests that integrating consumer feedback into marketing claims can create more compelling and trustworthy advertising. However, it is crucial for companies to thoroughly understand the regulatory landscape and ensure all claims are substantiated and compliant. This approach not only improves marketing effectiveness but also builds consumer trust and loyalty.
The primary objective was to develop credible consumer claims based on the feedback collected from the test group, which could then be leveraged in the product’s marketing strategy. The regulatory aspects of creating and using these claims in marketing were also examined to ensure compliance with relevant guidelines.
Data was gathered through a combination of direct feedback from the test group and extensive desk research. This included a review of existing regulations and marketing practices in the cosmetic industry. The feedback from the surveys was analysed to generate consumer claims that accurately reflect the product's benefits and user experiences.
The results indicated that consumer claims developed from test group feedback can significantly enhance marketing efforts, provided they are truthful and comply with regulatory standards. The findings also highlighted the importance of understanding and adhering to the regulatory environment to avoid potential legal issues.
The thesis suggests that integrating consumer feedback into marketing claims can create more compelling and trustworthy advertising. However, it is crucial for companies to thoroughly understand the regulatory landscape and ensure all claims are substantiated and compliant. This approach not only improves marketing effectiveness but also builds consumer trust and loyalty.