March 9, 2022 Published by

Why Claims Matter Now More than Ever


The savvy beauty and personal care buyer has always considered proof of efficacy as one of the most important factors when making purchasing decisions. But today, the need for substantiated consumer perception claims has a weightier purpose – to protect the brand, and perhaps even the retailer, from legal and regulatory risk. Today’s consumer demands more transparency and accountability for the wares marketed by beauty and personal care brands. Providing that proof has become a mandatory step in a product’s journey and is crucial to remaining competitive in an increasingly crowded market. Understand what the consumer expects from your brand, and why substantiated consumer claims provide the validation that consumers are looking for–before opening their wallet.

91% of beauty buyers say consumer claims on packaging and in advertising

influence their purchase decisions

Why She Wants Brands to Conduct Consumer Perception Testing

  • 98%: to give buyers a reasonable expectation of benefits
  • 97%: to prove product effectiveness
  • 96%: give buyers confidence to try a new product
  • 96%: to demonstrate a commitment to delivering products that work!

92% would be more likely to purchase a product if

research results were visible to her (i.e. on product page or on the display)

Transparency is More Important than Ever


Claims testing disclosures she expects

% expected in 2018 %

expect in 2022

If product was tested by a third-party independent research firm 62 83
The number of people in the study 74 82
The attributes of study participants, i.e. oily skin, acne 72 73


The magic number of participants to make a study convincing to a consumer? 100+

For a claim to be convincing, consumers expect claims % to be in the 80s+!

  • 46% say claims must be 90% or higher to be convincing


Claims Substantiation = Consumer Trust

  • 99% say brands should test products with consumers before making claims that a product can solve a problem
  • 97% say brands should conduct claims testing by an independent third-party research firm to prevent bias
  • 94% are more likely to believe a product will solve a problem if it has validated claims

Committed, Trustworthy and Reputable

are words she uses to describe a brand that invests in consumer claims testing

Brand Behaviors that Build Trust

  1. Post all reviews – the good, the bad and the ugly (92%)
  2. Be truthful in advertising (91%)
  3. Conduct research with a third-party research firm/lab (88%)
  4. Offer a money back guarantee if the product does not work (83%)