Solutions · Beauty & cosmetics
Say only what the evidence carries.
Beauty moves on claims, and a claim is a regulatory position as much as a marketing one. The work is knowing what the evidence supports, what each market lets you print, and what your competitors are getting away with.
The one job this page is about
Substantiate the claim before it is printed on the pack.
- How often it comes round
- Every launch, every reformulation, every new market.
- Skip it once
- The claim ships and is pulled by a regulator or a retailer with the print run already paid for.
Claims
What you want to say, and what has to carry it.
The claim decides the evidence, the category and sometimes the market. Getting that order right at brief stage is cheaper than finding it at artwork.
| The claim | What has to carry it | As written |
|---|---|---|
| Hydrates for 24 hours | Instrumental corneometry on a panel, with the protocol and the n stated | Carried |
| Reduces the appearance of fine lines | Expert grading or image analysis - cosmetic appearance, not structural change | Needs substantiation |
| Repairs the skin barrier | Reads as a physiological action, which moves the product across a category line | Restricted wording |
| Dermatologist tested | A named study under supervision - tested is not the same as approved | Needs substantiation |
| Clean / non-toxic | No agreed definition, and several markets treat the implied slur on other ingredients as denigration | Restricted wording |
| 97% natural origin | A calculation under a named standard, with the method printed beside the figure | Carried |
Claim types and the evidence class each needs. What a market allows this season is read live against the current rules, with sources - a table printed here would be stale before you used it.
What a claim rests on
Five kinds of evidence, and they are not interchangeable.
Marketing treats these as one category called proof. A regulator does not.
- Consumer perception
- A panel said it felt smoother. Supports a perception claim and nothing stronger.
- In vitro
- A measured effect in a dish. Mechanistic support, not an efficacy claim on skin.
- Instrumental
- An instrument measured a change on real skin, under a named protocol.
- Clinical
- Controlled, on a defined population, with the endpoint agreed in advance.
- Published
- Peer-reviewed and citable, which is what survives a comparative challenge.
Every claim above ends up here, at the distance a customer decides whether it was true.
The problem
What this actually costs you.
The claim on the pack is written before anyone checks it.
What an active may say differs by market, and you find out at artwork stage.
What we do
Written against the evidence and the market rules, with the source under each line.
- Multi-angle research sweep
- Peer-reviewed and academic sources
- Live web search
Competitors are moving on actives you have not tracked.
A category repositions around one ingredient in a quarter, and you hear it at launch.
What we do
Assortment and price tracked across retailers, with search and social on the actives.
- Competitor price and assortment tracking
- Multi-retailer price check
- Cross-platform social listening
Every SKU needs its own imagery and nobody has that studio time.
Dozens of SKUs across shades and sizes, all wanting frames on one launch date.
What we do
Campaign imagery per SKU from one direction, so the range ships looking like a range.
- Channel-ready content pack
- Licensed photography and video
- Print-quality PDF
How beauty & cosmetics use it
One ask each. The real file back.
Every document below opens. None of them is a mockup.
What actually runs
A claim is a marketing decision and a regulatory one, and the two are not made by the same specialist. One system, 102 tools and 222 playbooks behind it.
Multi-angle research sweep
Peer-reviewed and academic sources
Live web search
Competitor price and assortment tracking
Multi-retailer price check
Cross-platform social listening
Channel-ready content pack
Licensed photography and video
Print-quality PDF
Handed to
- Beauty Expert
- Brand Analyst
- Fashion Counsel
- Growth Strategist
Get started
One brief in. Deliverable out.
Start with the question a beauty & cosmetic actually has, and leave with the file.