August 2, 2022 Published by


The pressure is on to bring breakthrough cosmetics to market fast. With same-day delivery expectations and aspirations of overnight results, the product-development cycle has shrunk substantially to make magic happen for consumers sooner.

Where product development was once a year-long endeavor, it’s now a matter of months at best for many products to be conceived, safety-tested and introduced to consumers amid a fiercely competitive market.

But where’s the proof that your products really work? Consumers demand evidence from “women like me” in the form of consumer claims and product reviews before they’ll part with their hard-earned dollars.

But how reliable is that proof?

Only 18% of claims in cosmetics commercials are believable, according to an article in that highlighted the work of researchers who assessed 289 cosmetic, skin care and fragrance ads in consumer magazines like Vogue and Marie Claire. The researchers cited “questionable methodologies” for those who back the claims using suspect methodologies for substantiation.

That article appeared some years ago, but the same can be asked today: Are today’s cosmetics claims truly substantiated, or are they just buzzwords to trip the triggers of proof-seeking consumers?