Discount Retail Chain Lidl Germany steps up direct price and quality comparisons. Now also in the cosmetics category. 'Lidl beats Lancôme'. According to the discounter, Lidl's own-private label brand day cream 'CIEN' has received a better test result from the independent German consumer organization Stiftung Warentest than the equivalent Lancôme product.
*Article "Lidl beats Lancôme", test 4/2024 of Stiftung Warentest (In the test face creams for dry skin). Cien Rich Day Cream received test quality rating GOOD (2.0) and was the cheapest cream in the test at € 1.65. Therefore, according to the test price tip. "Nutrix Nourishing and Soothing Rich Cream" (Lancôme) received test rating SATISFACTORY (3.5) at an assumed price of €23.10.
Looking at the German consumer mentality, quality claims based on third-party quality tests are a generally accepted way to build credibility, also in food and near-food retailing. And this marketing campaign is an important step in a category that has so far been dominated by the main cosmetics brands.
Courtesy: Sebastian Rennack and Lidl Germany
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