Product Spotlight: Kroger's Morning Refresh Face Wash with Stimulating Exfoliants + Vitamin C

Global Cosmetic Industry reported in 2019 that per NPD data, consumers were increasingly turning to generic skin care -- 68% reported buying generic or store brand products. More recently, Statista attributed U.S. consumers' search for both quality and affordability to their frequently turning to household brands like Cetaphil or private label alternatives. Many consumers also believe these products are as effective as name-brand products. Kroger's Morning Refresh Face Wash with Stimulating Exfoliants + Vitamin C is positioned as such.

Kroger's Morning Refresh Face Wash with Stimulating Exfoliants + Vitamin C

Kroger's Morning Refresh Face Wash with Stimulating Exfoliants + Vitamin C is said to provide a burst of energy to skin, leaving it radiant after use. Featuring ginseng and vitamin C, the oil-free cleanser is offered as an alternative to the Clean & Clear brand Morning Burst facial cleanser.

The product is said to nourish skin while removing dead cells and dirt, oil and impurities that build up overnight. Featuring an invigorating fragrance, the hypoallergenic cleanser reportedly rinses clean so it won't clog pores.

One customer review refers to it as a "great substitute" for the Clean and Clear brand. "I’ve tried other generic brands, and this one is by far the best," the user stated. (Notably, the reviews were mixed).

Ingredient Disclosure

Following is an ingredient comparison between the generic and branded products. In this case, they are significantly different.

Kroger brand cleanser: Water (Aqua), Sodium Laureth Sulfate, Glycerin, Acrylates Copolymer, Cocamidopropyl Betaine, Fragrance, Phenoxyethanol, Sodium Hydroxide, Menthyl Lactate, Mannitol, Cellulose, Disodium EDTA, Menthol, Sodium Ascorbyl Phosphate, Propylene Glycol, Tocopheryl Acetate, Hydroxypropyl Methylcellulose, Panax Ginseng Root Extract, Retinyl Palmitate, Cucumber Sativus (Cucumber) Fruit Extract, Zingiber Officinale (Ginger) Root Extract, Methylchloroisothiazolinone, Methylisothiazolinone, Citrus Grandis (Grapefruit) Fruit Extract, Iron Oxides, Titanium Dioxide.

Clean & Clear cleanser:  Water (Aqua), Sodium C14-16 Olefin Sulfonate, Cocamidopropyl Hydroxysultaine, Sorbitol, Sodium Hydrolyzed Potato Starch Dodecenylsuccinate, Acrylates Crosspolymer-4, Sodium Ascorby1 Phosphate, Tocopheryl Acetate, Mannitol, Cellulose, Hydroxypropyl Methylcellulose, Iron Oxides, Sodium Hydroxide, Citric Acid, Disodium EDTA, Salicylic Acid, Menthol, Fragrance.

Turning to Generic Brands

So which generic products do consumers turn to most? And why?

Global Cosmetic Industry highlighted the retailers consumers trusted for generic products skewed toward drug and grocery stores. These included Target (65%), Walmart (44%), Walgreens/CVS (39%), Whole Foods (31%) and Trader Joe’s (28%).

In terms of what would help convince a consumer to try generic skin care, the source highlighted:

• 72% said positive product reviews
• 54% said friend/family recommendation
• 41% reported consumer or clinical claims (i.e., “95% saw a reduction in the appearance of fine lines and wrinkles after one week”) and
• 32% stated clinical claims (i.e., “based on a clinical study … ”).