BBR12 Thought Leader Q&A: Denise Herich of The Benchmarking Company: Beauty Product Testing & Claims

“It’s your potential consumer’s proof point that they’re looking for, and one they are increasingly demanding,” said Denise Herich in a recent GCI article.

Never has market research been more essential to the core of a business than the beauty industry. Comprehensive beauty market research can deliver insights into what is selling, where, why, and at what price, in addition to emerging trends, needs, and behaviors of the next generation of beauty consumers.

Denise Herich is Co-Founder and Managing Partner of The Benchmarking Company, a bi-coastal consumer market research firm that delivers need-to-know information about the beauty and personal care buyer.  From actionable insights derived from in-depth quantitative and qualitative consumer studies, to market-ready claims resulting from TBC’s popular beauty product testing (BPT) programs, Denise along with her team provide brands with critical marketing intelligence that helps them to stand out, get noticed, and achieve sell-through.

Denise conducts BPTs, creates custom research surveys, and moderates consumer focus groups nationwide for brands such as Bare Escentuals, Benefit Cosmetics, Algenist, GlamGlow, Josie Maran, Wet n Wild, Pixi Beauty, RevitaLash and others.  She is a frequent speaker at beauty industry conferences, and a regular contributor to GCI Magazine, Happi, BW Confidential, and other major beauty industry publications. 

Her marketing career spans more than 25 years.  As a vice president for The Beauty Company and its predecessor company (also called The Benchmarking Company), Denise managed research studies for a host of brands.  Prior to a career in beauty, she served as a top public relations executive at several regional and national communications firms.  Denise earned her bachelor’s degree from the University of North Carolina (magna cum laude) with a minor in marketing.

Denise at her BBR12 roundtable discussion ““Going to the Source: Conducting Beauty Product Testing
to Garner 5-Star Consumer Claims”

Denise, please share 3 key points from your Roundtable presentation/discussion “Going to the Source: Conducting Beauty Product Testing to Garner 5-Star Consumer Claims.”

• Not all claims are equal: knowing clinical vs. consumer and what you are legally allowed to convey is crucial.
• Clinical claims are measurements, consumer claims are emotional and emotional claims sell products.
• Conducting consumer beauty product testing to garner great claims is a must-have with today’s consumer review/claims-savvy mobile millennial. Show me proof that your product works on women like me or I won’t consider your product!

Please tell us about your career path. How did you get started?

I began my career in the association management industry, then moving to public relations where I rose to the level of vice president at a large international firm. I then moved to California and worked in research at The Beauty Company (The Benchmarking Company’s predecessor company) until The Beauty Company sold its research arm to myself and a partner.

Why did you choose this career? Why the beauty industry?

The beauty industry is a huge industry with a small town feel. Everyone knows everyone else and it’s simply nice to work with so many great industry veterans. This is also an industry that greatly needs research and claims as a commoditized market that often cannot differentiate one brand versus the next. Our services help to make beauty brands stand out.

Who is your biggest career influence?

I would have to say Alisa Beyer. She’s a serial entrepreneur who I’ve had the pleasure of working for in many different capacities, from various public relations agencies to the first incarnation of The Benchmarking Company nearly 10 years ago. She above anyone else taught me an others the importance of always delivering work above and beyond expectations. When you do that, repeat business and word of mouth follows!

Who is today’s beauty consumer? How are they changing?

That is quite a loaded question. She’s nearly everyone. We’ve conducted many U.S. and international beauty/cosmetics surveys and women of all ages buy beauty, believe it’s important to their daily lives, and would sacrifice other daily essentials for her makeup and skincare routine. Of course the beauty consumer changes a bit with age, but don’t discount the over 50 year old women, they are still buying and have huge buying power. Younger women, younger Millenials in particular, are the most dynamic, growing up in an era of mobile answers to any beauty question. You’ll find Millenials are our most “show me” generation, the most apt to read and follow consumer claims and reviews before buying. She’s even checking her mobile for reviews while in-store.

What do beauty professionals need to do to continue to connect with today’s beauty consumer?

Brands need to connect with her on an emotional level. They need to prove that their products have efficacy, not only clinically with measured results but with consumer testing as well. Women want to know that women like them – age, skincare concern, ethnicity – have used the product and that it works. If you’re a prestige beauty product maker – this is critical 91% of women surveyed (in a poll of more than 2,000 respondents in late 2014) say that consumer claims from women like them are important influencers when considering the purchase of a prestige-priced beauty product.

What do you see as the latest trends in your industry?

Personalized beauty, “show-me” marketing (consumer reviews/claims), multi-function cosmetics/skincare, oils and naturals, men’s grooming is big.

What attributes make a great leader? Tell us about your leadership style.

At The Benchmarking Company we laugh – a LOT. I’ve never had so much fun with co-workers and employees in my life. We are very serious about delivering fantastic results for our clients but we understand life’s priorities. No one works insane hours, no one has a life that’s out of balance, as far as working goes. We take a deep breath and find solutions to issues – no panicking or high stress and everyone is happy.

What kinds of qualities do you look for when hiring a candidate to join your team?

Smart self-starters for sure. We are a small business that moves very quickly – lots of moving parts – and we need people who are willing to jump right in and join the fray. We also need people who live and breathe data, and would like nothing more than to analyze data and cross-tab it for weeks on end if they could. 

HELLO BEAUTIFUL: What a great way to start a day! As part of their gift bag, all BBR12 attendees received a lovely “Hello Beautiful” mug from The Benchmarking Company

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BBR12 Event Photos

About Beauty Biz Roundtable
Hosted by Mazur Group, the Beauty Biz Roundtable (BBR) SERIES brings together 125 Mid to Senior Level Beauty Executives in a roundtable format that fosters networking and idea sharing. This is NOT a lecture or panel discussion. The BBR series is your opportunity to sit down in small group settings with industry peers and executives.