Good Housekeeping launches reader research tool

The tool was created in response to a Good Housekeeping commissioned Demographix survey, in which 76% of the 652 consumers asked said they would trust a product with an endorsement.

Several brands have already signed up with Good Housekeeping to allow a 140 sample of its readers to test and rate their products, according to Ruth Pearcey, commercial director for Hearst's women's interest titles.

If a product meets with testers’ approval, brands can use the Good Housekeeping reader recommended logo at point of sale, as well as in marketing, PR and advertising materials.

The latest system was born out of the existing Good Housekeeping Institute Approved scheme, which uses expert testers to judge products.

Pearcey said: "What we found from our research is that consumers like to see what other people who are not necessarily brand ambassadors think.

"Good Housekeeping is the most trusted magazine in the UK and when consumers are looking at a product they do want a third party recognition."

Products will be tested according to four categories: ease of use; design; instructions and performance. They must successfully pass all four areas to be awarded with the reader-recommended approval.

Clarins Vital Light Serum is the first product to receive the Good Housekeeping consumers' stamp of approval, and is featured in the magazine's October issue, which is available now.

Pearcey said: "For the brands themselves it will hopefully lead to increased trust and an increase in sales."

The scheme will also be supported by promotional material online, in the magazine, and via direct mail to consumers.

Good Housekeeping has an average circulation of 430,878, up 2% year on year according to the latest Audit Bureau for Circulations figures.

This article was first published on mediaweek.co.uk