Introduced to unite the expertise of the magazine’s consumer experts with the opinions of their readers, consumers will be testing products on behalf of manufacturers.
Similar to the existing Good Housekeeping Institute Approved scheme, retailers and manufacturers will be able to use the ‘Good Housekeeping Reader Recommended’ logo to endorse their products at point of sale, as well as in marketing, PR and advertising materials – but only if they meet with the testers’ approval.
The Reader Recommended scheme will be supported in magazine, online and via direct mail to consumers. Consumer research statistics show that the Good Housekeeping Reader Recommended logo is perceived as distinctive, trusted, representative of quality, authoritative and independent. Consumers said they would be more likely to try a product for the first time (71%), and trust a product with the endorsement (76%).
Lindsay Nicholson, Editor, Good Housekeeping, says this endorsement scheme “is a way of highlighting products that have been best-tested by a large number of women in their own homes rather than in our own laboratory-like conditions. It is particularly applicable to products where subjective opinions, such as fragrance and texture, matter too. When consumers see the GH Reader Recommended logo whilst out shopping, they can be reassured that the product in question – maybe a moisturiser or shampoo – has been rated by hundreds of GH readers as being well worth buying.”
The first product to become Good Housekeeping Reader Recommended is Clarins Vital Light Serum, triple action anti-ageing skin care. In order to gain this accolade, 140 Good Housekeeping readers tried the product as part of their regular beauty routine. The testers then provided feedback on their experience and the performance of the product, the results were analysed by the GHI experts.
