1. MARKETING n by ALISA MARIE bEyER
MATTERS
The Claim Game
Understanding in-market competitive claims is the way to make your brand the apple
of your target consumer’s eye.
A Claim, Claims Everywhere
mong the many beauty truths and part of all your product development time
realities in the industry, none is truer lines. It won’t do your brand a bit of good to
than the time-tested adage that if you These days, one needn’t look too hard cull claims from a year ago for a brand you
want your product to go into a consumer’s to find skin care claims. Magazines, TV are seeking to launch in 2011.
shopping cart, someone else’s has to come commercials, newspaper ads—claims are
out first. And these days, getting into a front and center, and often many of these
consumer’s shopping cart is more challenging claims are enormously similar. Consumers Not All Claims Are Created Equal
than ever. are savvy to this trend, and not only do
According to “State of the Industry” by they want to believe these claims, but more With the sizeable number of claims in-
Carrie Lennard in the June 2010 issue of importantly, they expect claims to be more market, deciding what to focus on might
GCI magazine, growth in the global skin than just marketing speak. In fact, for the seem to be an impossible task. Generally
care market was down 3% in 2009 (from 5% average consumer, discerning the difference speaking, however, claims fall into two
in 2008). Further, the North American skin between similar eye creams, antiaging categories: emotional (for example, Painful
care market saw 0% growth in 2009, and serums or firming body lotions has become acne blemishes will disappear in two days)
premium cosmetic sales fell 5%. In this light, a bigger challenge than not—forcing her and numerical (such as, 97% of women saw
the economic challenges of the past year are to either go with a familiar and trusted smoother skin in two days). In addition,
clearly not over. However, in spite of these brand or take a plunge into the unknown. claims can be made through professional
statistics, it isn’t all doom and gloom. Sure, Impactful claims are one of the ways endorsements (dermatologist-tested and
consumers may be increasingly overwhelmed she decides where she’s going to spend approved), and for purity and ingredient
with a vast sea of seemingly similar beauty her skin care dollars, and knowing these integrity (100% organic). And while all
products, but the truth is, the typical claims is now a prerequisite for all brand of these types of claims resonate with
consumer loves her beauty products, and she’s development. consumers on some level, when it comes to
not willing to give up her favorites easily. To fully develop a set of product claims skin care, women tend to love numerical
For the beauty brand looking to enter or that speak to consumers and cause them claims. Nothing inspires more belief that the
expand its presence in this tight environment, to put your competitor’s product down product will work and is perfect for her than
how can you color your product and capture and pick yours up, you’ll need to not only reading that an overwhelming majority of
your target consumer’s attention—and her have a clear picture of what other brands women just like her got the very same results
wallet? In today’s increasingly competitive are saying—be they emotional claims or she seeks simply by using the product.
marketplace, there is still one area that speaks numerical claims—but also how they are However, not all of your target customers
volumes to consumers: claims. then using these claims in-market. Given the will be convinced by this type of claim.
Now more than ever, the importance of sheer number of claims out there, this is a Some will need to be excited into purchasing
a 360-degree competitive analysis of in- tall order, to be sure. However, investing the your product emotionally; others will need
market claims is a critical component of all time or money into a regular review of this a professional endorsement. Because it’s
pre-launch marketing strategy. What is your data is a critical part of carving out a space unlikely that you will attract all women with
competition claiming? What kind of claims for your product. a single claim—and making a multitude of
are they making (emotional versus benefits)? What’s the best way to tackle this? One claims for your product could potentially
Can your new product make claims equally way is to simply comb through every be perceived as inauthentic—it is crucial to
as compelling? If you want to capture a relevant magazine and read all the claims. determine what claims are most successful
consumer’s loyalty and keep her buying your Another is to pay an outside resource with consumers in your category. Equally
product even in the face of slow growth, to conduct this exhaustive research for as important is understanding how easily
strategically analyzing, understanding and you. Either way, analysis into what claims consumers can form vastly different opinions
knowing your competitors’ claims is a must. currently exist in market should be a critical on the same claim.
18 Marketing Matters GCI December 2010

2. MARKETING
MATTERS
Take these examples into consideration. Did the company pay dermatologists money
to approve the product? Unless I know the
Claim: 8 out of 10 women saw an instant credentials of these professionals, I’m not
reduction in fine lines and wrinkles. interested.
What she may think in a positive regard:
Wow, the majority of women got a great result.
And even though a few didn’t feel the same, it Get Out There and Mingle
makes sense—it’s unlikely all women would see
In addition to combing through print
the same outcome, and I’d be suspicious of any
publications for claims, another way to get a
product that claims 100% effectiveness anyway. snapshot of what your competition is saying
I’m also looking for instant results, so this is to spend an afternoon wandering the
product is for me. beauty aisles at your favorite retailer or online
What she may think in a negative regard: beauty site, and simply look around. Which
Only 10 participants agreed on results? That brand is claiming to erase wrinkles with gene-
isn’t nearly enough to get me to buy this based technology? Who is using a superstar
product. Also, what does “instant” mean? Did model to make claims? How does the claim
they see results as soon as it touched their skin, look when visually represented on-shelf? Talk
hours later or at some point within the first to the sales people and, if possible, customers
day? This is too vague. about their opinions and impressions.
Purchase a few competitive products in
Claim: 79% of women agree that after only your category and study them. Alternatively,
10 days of using the extra strength serum, if you are searching online, carefully study
their skin felt softer. what products the site is featuring on its
What she may think in a positive regard: home page, and critically evaluate the
Not only does this product deliver the results claims these products are making. Further,
I’m looking for, but that’s a pretty high don’t forget to check out the social media
percentage of women. Plus, they saw results in campaigns of your competition. More
10 days, which seems like a believable amount and more, companies are turning to these
of time to me. nontraditional but hugely popular forms of
What she may think in a negative regard: interaction to reach potential new clients,
I like the amount of time and the result, but and claims are a big part of this strategy.
You’ll also gain valuable real-time consumer
what does that mean, 79% of women? I’m more
feedback via these channels. Want to really
interested in how many women were involved
know if a claim seems viable to your target
in the study rather than the percentage. For all
consumer? Ask about it on Facebook or
I know, this could be a group of 7 women that Twitter, and you likely will not be lacking in
work for this company. No, thank you. responses—and instantly usable intelligence.
Claim: Your skin will be noticeably firmer
after just one week! The Claim Advantage
What she may think in a positive regard:
Hey, I can see results in only a week? How The entire industry wants to see flat sales
exciting! It’s exactly what I’m looking for, and predictions proven wrong and positive
because I’ve already used this brand, this new industry growth. By understanding, studying
product is right for me. and ultimately making compelling and real
What she may think in a negative regard: product claims that appeal to consumers, you
That sounds good, but where’s the proof? Am can create an environment for consumers that
I just supposed to go along with this claim? keeps the excitement level high—and wallets
open. n GCI
Where’s the research? I’m not comfortable with
investing in a product that wants me to assume
it will work because they say so.
AlisA MAriE BEyEr is the founder
and creative director of The Benchmarking
Claim: Dermatologist-tested and approved. Company (TBC), a global beauty consulting
What she my think in a positive regard: If a firm offering business, strategy, consumer
dermatologist approved this, then it must work intelligence and branding. As publishers of
the “must-read” Pink Report and WomenTrends,
and be safe and, more importantly, be effective.
TBC keeps its fingers on the pulse of the industry and offers
What she may think in a negative regard: unparalleled consumer insights and intelligence.
What does that mean, dermatologist-tested? E-mail: alisa@benchmarkingco.com; www.benchmarkingco.com
20 Marketing Matters GCI December 2010