Objective and Scope:

The client, a leading personal care company, wanted to understand the different claims and disclaimers of competitor brands across India, Indonesia, and Thailand. It sought Benori’s support in:

• Identifying the products with numerical claims, their types, and disclaimers related to clinical, product information update (PIU), and self-assessment, across skincare, makeup, and hair care categories
• Identifying products based on the client’s specific claim requirements and further bifurcating them into different types for brands

Approach:

We conducted extensive secondary research to identify claims and disclaimers from various sources, including company websites, images on the front and back of the pack, e-commerce platforms, social media platforms, and television commercials (TVCs). To draw out the analysis, we further classified the numerical and skincare claims into specific categories, including consumer-perceived efficacy, functional, comparative, and time-based claims.

Impact:

The detailed insights helped the client in:

• Gaining a competitive edge by understanding the latest beauty trends, emerging claim types, and related top brands and products, the medium of communication of claims, and disclaimers’ trends
• Strategic decision-making processes such as product development and brand positioning