Cosmetic products are one of the most used category of consumer products, generating a dynamic and competitive market. Therefore, cosmetic manufacturers are constantly coming up with new products, which are advertised using big and bold claims.
This talk will deal with some of the “hottest trends” in cosmetic claims and will try to bring some answers to key questions:
how acceptable some of the newer claims are, considering the current regulatory environment,
which kind of proof is appropriate for claim support,
what clinical tests would be recommendable,
how to balance science and marketing, in order to have products that are safe, efficient and commercially successful.