GB: Avon looks to secure cruelty-free approval - Do its customers care about cruelty-free products?

Cosmetics brand Avon is teaming up with animal protection and advocacy group Cruelty Free International to get certified under the latter’s Leaping Bunny programme. The programme is a globally recognised standard for cruelty-free products and requires companies to adhere to criteria such as implementing a supplier monitoring system and accepting regular independent audits to ensure ongoing compliance. The first Avon products to receive the Leaping Bunny approval include fragrances and items from the Avon Care and Anew ranges.

We look at YouGov data to see what factors Avon’s current customers in Great Britain consider when choosing make-up or personal care brands.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - 41% of Avon’s customers say products being cruelty-free (i.e. not tested on animals) is an important factor to them when choosing make-up or personal care brands to shop from. By comparison, the general British population is less likely (27%) to have that as a factor when making a choice.

Explore our living data - for free

Discover more retail content here

Want to run your own research? Run a survey now

Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Image by Freepik