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.
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