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The Importance of Efficacy in Cosmeceutical Beauty
By: Abby Penning
Posted: November 1, 2011, from the November 2011 issue of GCI Magazine.
page 5 of 6“In my opinion, there is still some confusion about the different types of trials that products are subjected to,” says Verallo de Bertotto. “The most valid, scientifically, are evidence-based clinical trials that are usually randomized and double-blinded.
Some brands talk about clinical studies, but there is a wide range of trials that can be done—from purely in vitro to in vivo; from trials on thousands of people but with unblinded products that simply ask for the users’ experience, to evidence-based trials.”
Helping consumers understand the trials products have undergone helps them determine how valuable a product truly is. “I think this knowledge will probably grow among consumers before many brands make it a point to discuss clinical trials in detail, and probably this growth among consumers will occur as organically as their knowledge has via online research and word-of-mouth,” Verallo de Bertotto comments.
Developing smart marketing campaigns that also are able to convey appropriate expectations from the use of cosmeceutical products is another way to make a significant connection with cosmeceutical consumers. “I think the consumer expectation of cosmeceuticals has to be realistic. They are not meant to replace or surpass in-office [dermatological] procedures,” says Foltis. “They are adjuncts to help prolong the benefits of in-office procedures. If they are indeed used alone, then the consumer must have some reasonable expectation of the end benefit.”
As innovations spread throughout the segment and consumers continue to become more familiar and comfortable with cosmeceuticals, the segment itself will continue to change. “I see the market becoming more simplified, combining categories and forms and innovations in their form and delivery,” says Borba.