AI and cosmetics: a new era of claims washing?

ABSTRACT

As AI tools become integral to cosmetics marketing and claims substantiation, the regulatory landscape is also evolving. Although these technologies bring excitement through data-driven insights, enhanced personalisation, and quicker claims validation, they also introduce risks related to transparency and accuracy. Therefore, AI’s potential must be wielded responsibly, and brands should ensure AI-generated claims are transparent and subject to human oversight. Regulatory bodies must also adapt to oversee these innovations, preventing misleading practices. Ultimately, the goal is to enhance consumer trust through ethical practices and rigorous scientific validation. As the industry progresses, it is essential to prevent automation from undermining trust, and responsible innovation will help AI-driven claims resonate with consumers, thus promoting credibility and genuine value

In the ever-evolving landscape of cosmetics marketing, bold claims have long been a crucial driver of consumer interest, influencing purchasing decisions and brand loyalty. Traditionally, these claims have relied on scientific studies, clinical trials, and tangible evidence to validate the efficacy of products such as anti-ageing creams, sunscreens, and shampoos, etc. However, with the advent of AI, the cosmetic industry now finds itself at a crossroads. AI offers unprecedented potential for innovation, revolutionising everything from personalised skincare recommendations to the analysis of complex consumer data and product formulations.