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High brand-awareness for the label « Made in France »

To celebrate its 10th Anniversary, COSMEBIO carried out a survey in partnership with IPSOS aimed at evaluation brand recognition of its ORGANIC Cosmetic label by French consumers.

In September 2011, COSMEBIO launched its first Brand-Awareness Survey in France. The survey was carried out on a sample of 600 French women: 500 non-Organic Cosmetic consumers and 100 Organic Cosmetic consumers.

The objective of the survey was to evaluate customer trust with regard to the COSMEBIO ORGANIC label. This study showed that the ORGANIC label, the benchmark certification for French Organic Cosmetics, was readily recognized by a wide majority of consumers.

As was to be expected, Organic Cosmetic consumers were more brand aware and better informed on labels and certifications than non-Organic Cosmetic consumers.

Our ORGANIC label was ranked first with aided brand-awareness.

Our ORGANIC label was ranked first by 57% of non-Organic Cosmetic consumers and by 93% of Organic Cosmetic consumers included in the survey.

34% of non-Organic Cosmetic consumers claimed not to be familiar with any of the labels they were shown, as opposed to only 5% of Organic Cosmetic consumers.

COSMEBIO’s brand image is based on three main concepts

Both surveyed groups spontaneously associated our ORGANIC label with the three main concepts that identify it: ‘Organic’ / ‘Natural’ / ‘Cosmetic’

For both surveyed groups, ‘certification/inspection’ were the basic criteria that distinguished Organically-Certified products from so-called 'Natural’ products.

The values guaranteed by our ORGANIC label were readily associated with it

Preserving the environment (88% of the target group), protecting consumer health (87% of the target group) and guaranteeing product quality (81% of the target group), were the three basic values quoted by consumers for our Organically-certified products.

Where customer trust was concerned, consumers praised the natural, organic and ecological composition of ORGANIC-certified products, i.e. 90% of the target group.

Interestingly, customer trust was higher for the target group compared to the group of non-organic cosmetic consumers, as a result of their lack of information on our ORGANIC label and the values it stands for.

COSMEBIO is planning to repeat this survey in two years time, in partnership with IPSOS, in order to evaluate changes in the buying habits of non-organic cosmetic consumers and target consumers.

This survey also showed that when consumers buy organic cosmetics, they are increasingly aware of the choices they are making in favour of healthy, organic, natural and chemical-free cosmetics, and are concerned about ethical values and fair-trade.

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10 years of existence for the BIO label !

10 years of trust towards industrials and consumers.

Paris, January 31st 2012 - COSMEBIO gathered journalists of the cosmetic and beauty sector from both consumer and professional magazines.

 
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