CTPA Vision One Case Study

“Sustainable Cosmetics”

Understanding the public’s attitudes and behaviours in relation to sustainability and the packaging of cosmetics.

The Cosmetic, Toiletry and Perfume Association Ltd (CTPA) acts as the voice of the UK industry.  Consumer research was commissioned to help members (international cosmetic brands) understand how the public feels about sustainably, the barriers and the things that matter to them.   

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The Brand Momentum Story – A Brief Introduction

The Challenge

Representing all types of companies involved in making, supplying and selling cosmetic and personal care products, the Cosmetic, Toiletry and Perfume Association Ltd (CTPA), acts as the voice of the UK industry. The research was commissioned to help develop and align the company’s messaging by providing insights into how sustainability is understood and perceived by consumers and whether it is a driver or barrier to purchase.

Research Approach

Vision One adopted a qualitative approach consisting of four online focus groups. The research was conducted amongst a range of special interest groups who had recently purchased cosmetic products.

Research Findings

Our research highlighted that there was much confusion around sustainability, largely created by conflicting evidence and information. Our insights indicated that there was a need for a simplified and more streamlined system for indicating the sustainability of products and packaging.

CTPA were able to use our insights to further refine, shape and develop their messaging to ensure consumers were able to make informed decisions about packaging and their product choices.