CHANGING CONSUMER BEHAVIOR ABOUT COSMETIC TESTING ON ANIMALS

1. CHANGING CONSUMER
BEHAVIOR ABOUT
COSMETIC TESTING ON
ANIMALS
Presented by Group 6

2. OUR TEAM
TRÂM ANH
AYA GOTO
VÂN KỲ
BẢO NGỌC
MỸ TRINH
NHƯ NGỌC

3. TABLE OF CONTENTS
INTRODUCTION
THEORY-BASED EXPLANATION BEHAVIOR
RECOMMENDATION
CONCLUSION

4. WARM-UP
Leaping Bunny Program

5. WARM-UP
QUESTION BOX
 Which organization's logo is this?
-> It belongs to Cruelty Free International
 In 2020, which companies are recognized by the Leaping
Bunny Program in Vietnam?
A. Cocoon
B. Cỏ Mềm

6. INTRODUCTION
01

7. DEFINITION
- COSMETIC TESTING ON ANIMALS
 The practice of testing cosmetics or
personal care products on animals
in order to evaluate their safety and
efficacy for human use.
 This typically involves subjecting
animals, such as rabbits, mice, and
rats.

8.  Not contain any animal-
derived ingredients or
by-products
 Ex: beeswax, lanolin,
squalene, carmine or
animal-derived collagen.
 Have not been tested on
animals during any stage
of their production.
 This includes both the
finished product and the
individual ingredients
used to make it.

9. COSMETICS
TESTING
There is no question that the
animals used to test cosmetics
are no longer in good health.

10. TOP 50 MOST VALUABLE COSMETICS BRANDS
This indicates that 44 of these 50 businesses use animal testing
products.

11. —HOWEVER IN VIETNAM
“Cosmetic consumers do not seem to
care too much about animal testing.”

12. THEORY-BASED
EXPLANATION
BEHAVIORS
02

13. PSYCHOLOGICAL CORE
MOTIVATION
ABILITY
OPPORTUNITY
COGNITIVE
FOUNDATION OF ATTITUDE

14. PSYCHOLOGICAL
CORE
MOTIVATION
If they see skincare as very important, they are likely to be motivated
to engage in behaviors that are consistent with this value.
VALUES
NEEDS
GOALS
Acial skin might become acne-prone at times of the day. Then,
consumers recognize they want to skincare, and they are motivated to
guide their behavior toward specific outcomes
If cruelty-free is not a priority for them while purchasing cosmetics,
they will buy cosmetics without knowing if they were tested on
animals.

15. PSYCHOLOGICAL
CORE
ABILITY
Consumers may have difficulties determining whether a product is ethical
when they lack product knowledge or experience, or simply because
consequences are rarely shown to them
Product Knowledge and Experience
Amount, Repetition, and Control of
Information
If consumers are repeatedly exposed to information, they can more
easily process it because they have more chances to think about
and remember the information.
OPPORTUNITY

16. PSYCHOLOGICAL
CORE
COGNITIVE
FOUNDATION OF ATTITUDE
When considering purchasing new cosmetics, they may have a
more favorable attitude toward a brand that makes cruelty-free
cosmetics rather than a brand that makes cosmetics tested on
animals.
Values-Driven Attitudes
Influenced by
Communication source
(Credibility, Company reputation)
Message

17. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon and infographics & images by Freepik
SOCIAL INFLUENCE
 Marketing
o Mass-media delivered
o Delivered personally
 Non Marketing
o Mass-media delivered
o Delivered personally

18. SOCIAL MEDIA
ADVERTISING
Companies that conduct animal
testing
 May not disclose this
information in their advertising
campaigns
 Use language in their
advertising that implies that their
products are cruelty-free
Ex: terms like "safe", "effective,"
"natural", "sustainable", and
"organic"
→ consumers assume that the
products are not tested on animals.
 Algorithms that prioritize
and curate the content that
users see on their feeds.
 If a user is not already
aware or concerned about
cosmetic testing on animals,
they may not see content
related to the issue on their
social media feeds.
SALE PROMOTIONS
Sales promotions such as discounts
and free samples
 Attract consumers who are
focused on getting a good deal
or trying new products rather
than being concerned about
ethical issues
 Distract consumers from the
issue of animal testing by
creating a sense of urgency
and encouraging them to buy
before the promotion ends.
MARKETING MASS-MEDIA DELIVERED

19. MARKETING DELIVERED PERSONALLY
SALE
PEOPLE
SERVICE
REPRESENTATIVES
CUSTOMER
SERVICE AGENTS
 May not provide accurate or complete information due to a lack of knowledge or
training
 May have a biased perspective towards animal testing.
 Especially, salespeople may prioritize sales over ethical considerations,
downplaying the importance of animal welfare concerns and emphasizing the
benefits of the product to customers.

20. DELIVERED
PERSONALLY
 Not want to risk offending their advertisers or losing their
audience by promoting a controversial issue like animal
testing
Program content
MASS-MEDIA
DELIVERED
 Mainly focused on promoting products & generating
revenue, not see themselves as responsible for the
ethical implications of the products they promote.
External Endorsements
Family and Friends
 Sharing information after using or hearing reviews from
social media
 Propose products depend on budget, objectives, efficacy,
and popularity of the product, unconcern about tested on
animals or not
NON
MARKETING

21. INFLUENCE
Can lead individuals to use these products
despite ethical concerns, as societal norms and
peer pressure can outweigh these concerns
If an individual is not well-informed, they may rely on
the opinions of others that these cosmetics are the
most effective and safe option on the market or
moral issues not important to evaluate products.

22. PSYCHOGRAPHICS
 VALUES
 PERSONALITY
 LIFESTYLES

23. PSYCHOGRAPHICS
 VALUES
Someone who values animal rights may be more likely to be aware of and
concerned about cosmetic testing on animals than someone who does not
place a high value on animal welfare.
Conversely, someone who prioritizes the importance of scientific progress
and innovation may be more likely to support cosmetic testing on animals for
ensuring the safety and efficacy of cosmetic products and not see it as an
issue of concern.

24. PSYCHOGRAPHICS
 PERSONALITY
Those who possess personality traits such as empathy, compassion, and
sensitivity may oppose animal testing and seek cruelty-free products, while
those who prioritize safety and effectiveness may not prioritize animal welfare.

25. PSYCHOGRAPHICS
 LIFESTYLE
People with lifestyle choices such as veganism or a preference for natural
living may actively avoid products from companies that conduct animal
testing.
Those who prioritize luxury or status and do not follow a plant-based diet may
be less concerned about animal testing in cosmetics and more interested in
high-end brands, even if they conduct animal testing.

26. PSYCHOGRAPHICS
BASED ON AGE & GENDER GROUPS
 Values: focused on self-image
 Personality: curious, adventurous
 Lifestyle: like new and trendy cosmetics, influenced by
friends, celebrities, and social media.
 Values: focused on health, comfortable
 Personality: cautious, hardworking, respects
traditional values
 Lifestyle: buy high-quality products,
influenced by family, friends, personal
experiences
Young women aged
18-24
Middle-aged women
aged 35-50

27. PSYCHOGRAPHICS
BASED ON AGE & GENDER GROUPS
Advertising & celebrity endorsements
Men all ages
Value simplicity and effectiveness to save time
and effort.
Not interested in ethical issues, purchase
cosmetics align with personal values

28. RECOMMENDATION
03

29. EDUCATION
Creates a sense of social pressure, suggest
that everyone is using a particular product
Harm of animal testing & importance of
cruelty-free products
Tap into emotions towards animals, create
empathy, share the ethical values
Scientific studies on the consequences of
using products tested on animals
 The bandwagon effect
 Messages repeated
 Emotional Appeal
 Reflecting reality

30. ALTERNATIVES TO ANIMAL TESTING
Human volunteer testing
In vitro testing
Computer modeling
● More ethical and humane
● More accurate results
● Provide valuable feedback
● More ethical
● More accurate results
● Less expensive
● Faster and more efficient
● Provide highly accurate predictions of the
safety and efficacy
● Generally less expensive

31. Companies must pledge to end animal testing at all stages of product development
and recommit to the program annually.
LEAPING BUNNY

33. HELP RECOGNIZE OFFICIAL LOGOS
may be not able to distinguish a
certified logo from an uncertified logo.
CONSUMERS
brands may include an official
cruelty-free logo.
WHILE EDUCATING THEM
make smart purchases and avoid
being taken advantage of .
HELP THEM

34. REDUCE NORMAL COSMETIC CONSUMPTION
Let consumers realize the harmful effects of using
cosmetics testing on animals
Highlight the benefits of using products testing on animals
and offer reasonable solutions.
Vegan lifestyle (vegan products) ... is increasingly being
promoted.
By giving evidence for consumers to realize their own
contribution to social values

35. CONCLUSION
04

36.  Get knowledge
 Focus on process of process information
and companies activities.
 Support Cruelty-free
CONCLUSION
 Promote cruelty-free product
 Use alternative methods

37. THANK YOU
FOR LISTENING
- DO YOU HAVE ANY QUESTIONS