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Study Explores Consumer Attachment to Naturals/Organics

Posted: January 21, 2008

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· 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.

Methodology

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.

To order the Pink Report "The Age of Naturals," please visit www.benchmarkingco.com, email rebecca@benchmarkingco.com or call 202-625-4315. Sample pages can be downloaded from the site.