August 28th, 2014

In the era of smart phones, smart TVs and computers that get smaller and quicker every time we blink, we live in a time where we have mounds of information literally at our finger tips. So, it’s no wonder consumers are more educated than ever when it comes to the products they allow into their homes.

This level of awareness has increased the concern consumers have as well as increased their diligence around reading product labels. This is especially true of parents. Mintel’s Children’s Personal Care—US, 2014 report finds that when it comes to purchasing children’s personal care products, some 54% of parents say that product ingredients are a “very important” purchase consideration. Mintel’s consumer research in this report also finds that product claims that communicate to parents that children’s products are gentle and safe, such as “non-irritating” and “free from dyes” resonate the most strongly with parents. Parents’ increased interest in product ingredients has resulted in their wanting greater transparency from product marketers and manufacturers, especially those that produce children’s and baby care products.

In 2012, Johnson & Johnson pledged to remove formaldehyde, parabens, triclosan, and phthalates from all of the baby products in the Johnson’s Baby line by the end of 2013. In addition, the company also promised to remove triclosan and phthalates from adult personal care products, resulting in a great deal of positive recognition. On July 30th, 2014, the company reaffirmed its commitment to producing safe children’s and baby care products in its new social media campaign “Our Safety Promise.”

The video shows email and Facebook feedback the company had received and features Johnson & Johnson employees, and their children, making origami storks from paper where they’ve written out their commitment to creating safe products for consumers. The cranes were then hung in the Johnson & Johnson headquarters to remind employees of that promise. In addition, the video also states that the company listened to consumers’ concern and removed certain ingredients from their products for consumers’ peace of mind and then closes with the statement “We’ll always listen and be here for you.” This is a very strong campaign as it puts a strong emphasis on Johnson & Johnson’s commitment to product safety as well as their promise to be transparent with consumers.

Shoppers will continue to look for transparency from the companies that they purchase products from, especially if those products are for their children and babies. In order to secure consumers’ trust and brand loyalty, companies will have to be open about the ingredients and formulations that they use as well as address users’ concerns. Continued communication between companies and consumers, especially through social media channels, will help with this.

Gabriela Elani brings a strong background in marketing strategy, innovation, and consumer research to Mintel, where she leverages her knowledge across the home and personal care series of reports, as well as related household, consumer packaged goods, and beauty reports.