{"id":1173,"date":"2014-11-14T08:00:36","date_gmt":"2014-11-14T13:00:36","guid":{"rendered":"https:\/\/www.ulprospector.com\/knowledge\/?p=1173"},"modified":"2015-06-12T14:46:29","modified_gmt":"2015-06-12T19:46:29","slug":"pcc-green-claims-personal-care","status":"publish","type":"post","link":"https:\/\/ulprospector.ul.com\/1173\/pcc-green-claims-personal-care\/","title":{"rendered":"Certifications a Must for Green Claims in Personal Care"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-1242\" src=\"https:\/\/ulprospector.ul.com\/media\/2014\/11\/GreenClaims_PCCSM.jpg\" alt=\"GreenClaims_PCCSM\" width=\"300\" height=\"500\" srcset=\"https:\/\/ulprospector.ul.com\/wp-content\/uploads\/2014\/11\/GreenClaims_PCCSM.jpg 300w, https:\/\/ulprospector.ul.com\/wp-content\/uploads\/2014\/11\/GreenClaims_PCCSM-180x300.jpg 180w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>The UL Study: <a href=\"http:\/\/environment.ul.com\/wp-content\/uploads\/sites\/38\/2014\/10\/Claiming-Green-Executive-Summary.pdf\" target=\"_blank\">Under the Lens: Claiming Green \u2013 The influence of green product claims on purchase intent and brand perception<\/a> provided an in-depth look into how consumers process and react to green claims. Consumer responses in each of the four categories surveyed were insightful, revealing and, in some instances, intriguing.<\/p>\n<h4>Key Findings<\/h4>\n<ul>\n<li>93% of consumers chose a certification as one of their top three factors for choosing a product.<\/li>\n<li>54% of respondents were concerned about chemicals in products that come into contact with their skin.<\/li>\n<li>56% say certification made products more reputable.<\/li>\n<li>Consumers don\u2019t like technical language.<\/li>\n<\/ul>\n<h4>Advice Across Categories<\/h4>\n<p>In addition to the FTC Green Guidelines, such detailed feedback can help manufacturers create green claims that can be substantiated and that resonate well with the consumer. Based on the findings of this study, the authors offer general advice that is applicable across categories:<\/p>\n<ul>\n<li><em>\u201cClear, believable claims on product packaging are a chance to reassure your customer about the content of your product and about its health and safety.\u201d<\/em><\/li>\n<li><em>\u201cConsumers need context, they need specifics and they need clear language to understand the environmental benefits being promised on the label.\u201d<\/em><\/li>\n<\/ul>\n<h4>A Space in Transition<\/h4>\n<p>However, in the personal care category, consumers\u2019 responses were sometimes ambiguous and confusing &#8211; likely the reason why the authors arrived at the conclusion that \u201cpersonal care appears to be a space in transition.\u201d For example, although the term \u201call-natural\u201d was among consumers\u2019 top eight choices, they didn\u2019t like \u201cnatural,\u201d which landed on the lists for confusing\/misleading claims and negative brand perceptions. Some additional findings in this category:<\/p>\n<ul>\n<li>Consumers didn\u2019t know what HDPE meant.<\/li>\n<li>They didn\u2019t like claims about complicated sounding chemicals \u2013 unless there was a certifying mark attached.<\/li>\n<li>They thought the legitimate (valid, although not third-party certified) claim \u201ccontains no parabens, phthalates, petrochemicals or synthetic fragrances\u201d was confusing and contributed to negative brand perception.<\/li>\n<\/ul>\n<h4>Meeting Communication Challenges<\/h4>\n<p>Given the overall findings of this study, what are the opportunities to develop personal care products that respect the environment and are commercially viable, with claims that appeal to the consumer and are legally valid? If, as the study found, \u201cconsumers don\u2019t like technical language,\u201d how can the personal care manufacturer communicate the green benefits of their products in a science-based industry?<\/p>\n<p>The authors of the study provided insight into how this challenge might be met. The answer: <em><strong>certifications<\/strong><\/em>. The following conclusions are particularly relevant to the personal care industry and can help manufacturers more effectively communicate their eco-friendly efforts:<\/p>\n<ul>\n<li><em>\u201cCertifications can serve as a translator for consumers when your claim is scientific or technical.\u201d<\/em><\/li>\n<li><em>\u201cIf your product\u2019s green claim relates to VOCs, certifications are a must.\u201d<\/em><\/li>\n<li><em>\u201cConsumers don\u2019t know specific industry terminology. Certifications are often the only way they can evaluate whether a product is worthy.\u201d<\/em><\/li>\n<\/ul>\n<h4><strong>Want to learn more?<\/strong><\/h4>\n<p><a href=\"http:\/\/info.greenbiz.com\/11-18-2014ULWebcast.html?src=UL\" target=\"_blank\">Register today<\/a> for UL Environment\u2019s webinar, \u201cHow green product claims affect purchase intent and brand perception,\u201d featuring Lee Ann Head, VP Research and Insight, Shelton Group; Mark Rossolo, Global Director of Public Affairs, Underwriters Laboratories; and John Davies, Vice President &amp; Senior Analyst, GreenBiz Group.<\/p>\n<p>And make sure to download UL Environment\u2019s exclusive report, \u201c<a href=\"http:\/\/environment.ul.com\/claiminggreen\/\" target=\"_blank\">Claiming Green<\/a>,\u201d for more insights.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The UL Study: Under the Lens: Claiming Green \u2013 The influence of green product claims on purchase intent and brand perception provided an in-depth look into how consumers process and react to green claims. Consumer responses in each of the &hellip; <a href=\"https:\/\/ulprospector.ul.com\/1173\/pcc-green-claims-personal-care\/\">Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":1183,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[5],"tags":[],"ppma_author":[1255],"class_list":{"0":"post-1173","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-personal-care-cosmetics-cleaners","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Certifications a Must for Green Claims in Personal Care<\/title>\n<meta name=\"description\" content=\"The personal care category is a &quot;space in transition&quot; when it comes to effectively communicating green claims. Certifications are the key solution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ulprospector.ul.com\/1173\/pcc-green-claims-personal-care\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Certifications a Must for Green Claims in Personal Care\" \/>\n<meta property=\"og:description\" content=\"The personal care category is a &quot;space in transition&quot; when it comes to effectively communicating green claims. 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