Substantiating product efficacy claims

Two factors that most affect efficacy claims are regulatory compliance and consumer protection and their impact on current and potential clients. Substantiation of efficacy claims is an important aspect of product development that cosmetic and personal care companies need to address correctly. We will discuss various aspects of the decision-making process faced by companies selling cosmetic products locally or internationally, aiming to identify a number of different approaches to claims of efficacy. We will consider the different levels of supporting evidence required, whether the evidence requires testing and what quality of evidence can be generated to support claims, while maintaining emphasis on consumer perception.

From packaging to sensory attributes, there are many aspects to take into consideration in the development of a cosmetic. As clients become more sophisticated, cosmetic products are called to battle on a number of different fronts. Essentially, it all comes down to the particular attributes that differentiate a product and appeal to potential consumers. To survive in such a competitive global market, a cosmetic product needs to provide customers with the ability to easily recognise its benefits. It is very effective for companies with cosmetic products to drive consumer interest by stating their features. This is referred to as ‘making a claim’.

Cosmetic claims