Is the Cleanser Really “Clean”? Introducing and Assessing a Front-of-Package Labeling Framework on Effectiveness and Ingredient Claims

Abstract

Cosmetics and personal care products carry various kinds of front-of-package (FOP) claims to convince consumers of their properties, thus making them effective marketing tools. Current research lacks insights into the FOP labeling of nonfood fast-moving consumer goods; a surprising omission, given the continuous reinforcement of European regulation within the industry and increased consumer skepticism of FOP claims. The authors develop and validate a holistic framework of FOP claims in three studies. Through the qualitative and quantitative analysis of >2,600 product packages, they first create a unique and extensive dataset representing the personal care products market, enabling them to develop a FOP labeling framework. They find that effectiveness claims can be classified according to two dimensions: promotion versus prevention focus and before use versus after use. They also confirm the ingredient claim dimensions artificial- versus nature-based and presence- versus absence-focused. Validation studies and cluster analyses confirm consumers’ perceptions of the proposed framework. Finally, the authors examine whether different kinds of claims are associated with different levels of purchase intention. The results show that promotion-focused and absence-focused claims elicit the most positive responses.