Research: Cosmetic shoppers favor product performance over organic and natural ingredients

According to findings in a recent U.S. study by market research firm Kairos Consumers, consumers require more information about the effectiveness and product claims of organic and natural cosmetics to justify paying a premium price, The Kairos study, which included store audits and focus groups, found that cosmetics shoppers can more easily understand conventional cosmetic claims or are more familiar with the brand names therefore they tend to favor buying them over products labeled organic or natural. 

Many consumers who buy organic and natural cosmetics and participated in the study stated that they were unsure about what constitutes an organic or a natural product. They also stated that natural or organic products that appealed to them used messaging about safety and the absence of certain "negative" ingredients. 

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