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Justifying Skin Care Claims

By: Imogen Matthews
Posted: February 3, 2009, from the February 2009 issue of GCI Magazine.

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However, Gummer does not believe that these differences in approach influence consumers’ purchasing decisions. “Consumers hear the words they want to,” he says. “They don’t want to hear that a product only helps, they want it to work.”

Imogen Matthews is a consultant to In-cosmetics. For more information, contact www.imogenmatthews.co.uk.