The 5 best ‘Proof Points’ for shopper engagement

Published on
September 27, 2022

Table of Contents

We're sharing brand new data about what matters to shoppers and how brands just like yours are using Proof Points. Scroll down to see the top 5 Proof Points from recent months, as clicked by online shoppers.

What's a Proof Point?

Proof Points are clickable sustainability claims about a brand or a product. Using technology, they connect what brands say (e.g. Organic Ingredients, Widely Recyclable Packaging or Renewable Energy) to real evidence or independent verification. Proof Points embed seamlessly onto ecommerce product pages to give shoppers at-a-glance peace of mind, as well as the ability to click through to see more information and the proof behind the claim.

Which Proof Points have the highest click-through rates? 

The below rankings are based on ~165,000 impressions, from Provenance data collected between 1st July - 31st August 2022.

1. Coral Reef Safe

The most clicked-through claim across all brands and products in summer 2022 was Coral Reef Safe. This shopper scrutiny follows the news that Bondi Sands were subjected to a US lawsuit for their “reef friendly” sunscreen. The Australian brand’s products were free from oxybenzone and octinoxate, but were found to include other harmful ingredients, including avobenzone, homosalate, octisalate and octocrylene.

What does Coral Reef Safe mean?

A Coral Reef Safe product does not contain chemicals which are known to be damaging to coral reefs and which can lead to coral bleaching.

For the full list of ingredients deemed harmful to coral reefs, view this claim in the Provenance Framework.

2. Scientifically Tested

We know that along with price, efficacy is a key consideration for beauty shoppers when making a purchase. It’s therefore unsurprising to see that shoppers are clicking through to understand more about how product performance is proven by scientific testing.

What does Scientifically Tested mean?

Scientifically tested means that a product was independently tested in a laboratory to ensure safety and performance.

To learn more, view this claim in the Provenance Framework.


3. Clinically Tested

As well as being the third most clicked-on Proof Point by shoppers, Clinically Tested is one of the most frequently published Proof Points by beauty and wellness brands. As with Scientifically Tested, high engagement with this Proof Point may indicate shopper demand for product efficacy.

Doers of London has the Clinically Tested Proof Point

What does Clinically Tested mean?

This product was independently tested on humans in a clinical setting to ensure safety and performance. 

To learn more, view this claim in the Provenance Framework.


4. PETA Cruelty Free

The fourth most engaged-with Proof Point, PETA Cruelty Free is also the third-most commonly published Proof Point by beauty brands. In spite of its ubiquity, the high click-through rate may indicate that shoppers are unclear with the criteria for PETA certification.

What does PETA Cruelty Free mean?

The PETA Cruelty Free certification requires that neither the brand nor their suppliers conduct, commission, pay for, or allow any tests on animals for ingredients, formulations, or finished products and won’t do so in the future.

To learn more, view this claim in the Provenance Framework.

REN Clean Skincare shares their PETA Cruelty-Free certification with a Proof Point

5. Renewable Energy

Using energy from renewable sources is a key way for beauty brands to cut their carbon emissions and reduce their impact on the climate.

What does Renewable Energy mean?

At least 80% of the energy used is from renewable sources. Renewable sources are defined as those that naturally replenish within a human lifetime (e.g. biomass, wind or solar power). But to beauty shoppers – who are more used to seeing vegan and packaging based claims – the criteria of the claim might not be immediately obvious and may prompt a deeper look.

To learn more, view this claim in the Provenance Framework.

Today’s beauty shoppers want to be able to clearly understand product level claims and explore the evidence too. If you’re a beauty brand that makes claims including or similar to those above, your customers will expect you to explain and prove them. To find out how Provenance Proof Points make this easy to do, click here. Alternatively, head to the Provenance Framework to explore all available Proof Points. 

Tim Slater

Tim Slater is the Marketing & Communications Manager at Provenance. He works closely with our Impact team to translate their expertise into actionable content that helps brands minimise their impact on people and planet and avoid greenwashing.‍

The Provenance Team

Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance’s technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever

Guides

The 5 best ‘Proof Points’ for shopper engagement

The 5 best ‘Proof Points’ for shopper engagement
Shoppers have been interacting with the Coral Reef Safe Proof Point most in the last few months

We're sharing brand new data about what matters to shoppers and how brands just like yours are using Proof Points. Scroll down to see the top 5 Proof Points from recent months, as clicked by online shoppers.

What's a Proof Point?

Proof Points are clickable sustainability claims about a brand or a product. Using technology, they connect what brands say (e.g. Organic Ingredients, Widely Recyclable Packaging or Renewable Energy) to real evidence or independent verification. Proof Points embed seamlessly onto ecommerce product pages to give shoppers at-a-glance peace of mind, as well as the ability to click through to see more information and the proof behind the claim.

Which Proof Points have the highest click-through rates? 

The below rankings are based on ~165,000 impressions, from Provenance data collected between 1st July - 31st August 2022.

1. Coral Reef Safe

The most clicked-through claim across all brands and products in summer 2022 was Coral Reef Safe. This shopper scrutiny follows the news that Bondi Sands were subjected to a US lawsuit for their “reef friendly” sunscreen. The Australian brand’s products were free from oxybenzone and octinoxate, but were found to include other harmful ingredients, including avobenzone, homosalate, octisalate and octocrylene.

What does Coral Reef Safe mean?

A Coral Reef Safe product does not contain chemicals which are known to be damaging to coral reefs and which can lead to coral bleaching.

For the full list of ingredients deemed harmful to coral reefs, view this claim in the Provenance Framework.

2. Scientifically Tested

We know that along with price, efficacy is a key consideration for beauty shoppers when making a purchase. It’s therefore unsurprising to see that shoppers are clicking through to understand more about how product performance is proven by scientific testing.

What does Scientifically Tested mean?

Scientifically tested means that a product was independently tested in a laboratory to ensure safety and performance.

To learn more, view this claim in the Provenance Framework.


3. Clinically Tested

As well as being the third most clicked-on Proof Point by shoppers, Clinically Tested is one of the most frequently published Proof Points by beauty and wellness brands. As with Scientifically Tested, high engagement with this Proof Point may indicate shopper demand for product efficacy.

Doers of London has the Clinically Tested Proof Point

What does Clinically Tested mean?

This product was independently tested on humans in a clinical setting to ensure safety and performance. 

To learn more, view this claim in the Provenance Framework.


4. PETA Cruelty Free

The fourth most engaged-with Proof Point, PETA Cruelty Free is also the third-most commonly published Proof Point by beauty brands. In spite of its ubiquity, the high click-through rate may indicate that shoppers are unclear with the criteria for PETA certification.

What does PETA Cruelty Free mean?

The PETA Cruelty Free certification requires that neither the brand nor their suppliers conduct, commission, pay for, or allow any tests on animals for ingredients, formulations, or finished products and won’t do so in the future.

To learn more, view this claim in the Provenance Framework.

REN Clean Skincare shares their PETA Cruelty-Free certification with a Proof Point

5. Renewable Energy

Using energy from renewable sources is a key way for beauty brands to cut their carbon emissions and reduce their impact on the climate.

What does Renewable Energy mean?

At least 80% of the energy used is from renewable sources. Renewable sources are defined as those that naturally replenish within a human lifetime (e.g. biomass, wind or solar power). But to beauty shoppers – who are more used to seeing vegan and packaging based claims – the criteria of the claim might not be immediately obvious and may prompt a deeper look.

To learn more, view this claim in the Provenance Framework.

Today’s beauty shoppers want to be able to clearly understand product level claims and explore the evidence too. If you’re a beauty brand that makes claims including or similar to those above, your customers will expect you to explain and prove them. To find out how Provenance Proof Points make this easy to do, click here. Alternatively, head to the Provenance Framework to explore all available Proof Points. 

Tim Slater

Tim Slater is the Marketing & Communications Manager at Provenance. He works closely with our Impact team to translate their expertise into actionable content that helps brands minimise their impact on people and planet and avoid greenwashing.‍

Time your campaigns right with our 2023 sustainability calendar

To boost reach and engagement amongst conscious shoppers, download our calendar and tie your marketing activities to key calendar moments.

Thanks – please check your inbox for your download link
Oops! Something went wrong while submitting the form.
Newsletter