EFFECTIVE CLAIMS, MARKETING
Tips for Beautiful and Effective
An analysis of more than 800 marketing claims that reveals pitfalls
and best practices for beauty product messages and claims.
BY SOURABH SHARMA AND PAUL JANSSEN
n The strongest beauty product
messages can be developed
through a three-step process of
refining, articulating and delivering.
n Creating the best message for a
product relies on specific, distinct
language that conveys the proper
tone and benefit information.
n A message’s delivery mechanism
needs to be taken into consideration,
whether it is packaging, advertising,
press or something else.
n The competitive landscape also
needs to be highly factored into a
product’s message in order to create
something that’s a winner. Base a
good message off what not to do.
Effective messaging: You know it when you see it. It hits home. It resonates. And the proof is in the sales numbers. But before a claim can be launched into the
real world, it falls on the beauty brand
owner and marketer to anticipate what will
resonate most with consumers.
A meta-analysis conducted by SKIM,
a marketing research firm specializing in
the CPG, health and beauty industries,
examined more than 850 marketing
messages in 16 categories—including
personal care, cosmetics, food, home care
and durables. The researchers uncovered
both winners and losers in these categories.
But even more importantly, they came
to some valuable conclusions about the
common characteristics of winning claims.
The researchers created 38 codes
representing hypothetical drivers of
message/claim appeal. They then coded
all of the claims and identified the key
success drivers. The inclusion of a broad
range of interrelated categories provides a
universally tested framework that can be
applied across multiple product markets for
developing winning messages. The result is
a three-step process for developing winning
Refine: Four Rules
of Message Creation
SKIM’s meta-analysis found strong messages
have four common characteristics.
1. Be specific. The more specific a
message can be, the better. People like
clarity—they want to know exactly what
tangible benefits a product will deliver and,
if possible, how much or how much more it
will deliver than the competition.
Specificity can be achieved in different