Most Popular in:
Pushing Boundaries: Claims & Substantiation in Skin Care
By: Leslie Benson
Posted: April 7, 2009, from the April 2009 issue of GCI Magazine.
Olay subjected its Professional Pro-X line to multistage clinical trials to substantiate claims that the products reduced the appearance of facial fine lines and wrinkles.
page 3 of 3
Similarly, to substantiate its own claims, Jacobus says Murad remains sensitive to regulations regarding cosmetic ingredients and performance claims, walking the fine line of claims that would cause regulatory bodies to classify the products as drugs. “With respect to the skin,” says Jacobus, “claims are limited to activity within the surface layer of the skin.” Murad, therefore, tests its products using in vitro testing, independent clinical trials and in-house studies using its own testing facilities.
On the Shelf
With so many advancements being made in antiaging ingredients, marketing claims are also becoming more technical. So as not to confuse consumers, Murad posts specific product benefits in bullets on the front of each package. “We also carry that benefit-driven message on our Web site, in ad campaigns, at retail and in all marketing collateral,” says Jacobus. “For example, the second benefit bullet on our new Sleep Reform Serum package says that the product ‘stimulates the proliferation of the cells responsible for collagen production by 78%.’ That claim is echoed in our national print campaign and in all of our retail and collateral materials.”
For P&G’s Olay Professional Pro-X line, its in-store product displays reinforce the clinical trial results and claims. “In most retail stores, women will see Pro-X placed on a shelf unit that describes the line’s benefits, and separates products into two categories—primary solutions and specialized treatments,” says Johnson.
As for the future of antiaging skin care ingredients, claims and substantiation, emerging consumer needs will help determine the R&D process for such innovative product concepts.
Leslie Benson is a freelance writer and former editor for GCI magazine.