Lash & Brow Claims

A good lash and brow day is akin to a good hair day! When it comes to enhancing those beautiful lashes and brows, women have a list of must-haves. From volume to length, to long-wear and color payoff, the quest for the ultimate lash and brow products is real. Whether marketing a mascara, a brow gel or pencil, or even a lash and brow conditioner, when it comes to lash and brow beauty products, substantiated claims are critical for consumers looking for effective solutions. Lash and brow claims often include promises of visibly increased volume, length, and overall perceived health of one’s lashes. Brands that back their claims with evidence from consumer perception studies and consumer product testing provide more value to their customers in the form of substantiated claims. 

In-Home Use Tests (IHUTs) for lash and brow products provide the proof consumers seek while giving brands the regulatory support and claims validation they need. These consumer perception tests offer credible, quantifiable insights from real users, delivering powerful claims like:

“91% of panelists said the brow pomade was buildable, while providing beautiful results”

That is real consumer feedback and the kind of result that converts browsers into buyers—and it’s the unmatched value of a well-run IHUT. The Benchmarking Company’s IHUT methodology adheres to rigorous ASTM standards, and we are proud to be a consumer perception claims-testing lab of record for QVC and HSN and an award-winning consumer product testing company.