Here at Evalulab, we test marketing and scientific claims as well as the safety of skin care products and ingredients. (Don’t worry, we do this on human volunteers in a clinical setting). I know some of you are thinking “Yay! I know! I need a lab to test my claims, validate my feelings about my fabulous products! (i.e. that they really work and my clients are going to LOVE them and be loyal to my brand), etc.”
And…others are thinking “Ok, but, claim substantiation is an additional cost to consider when designing my products.” You both are absolutely right, and I’m here to show you the ROI (that’s “Return on Investment” for all of you non-marketing, non-financial folks out there) of claim substantiation and safety testing.
First of all, I know that you all want to ensure that our products are functional, and that they actually work, in the way that you are claiming on the packaging. Why? Because you are part of an an ethical company, and you don’t want to mislead you customer, but rather build lasting relationships with them because you supply them with a quality product that does what you say it does. Furthermore, consumers are savvy nowadays: They research and read internet reviews before buying things, and you want your customers to be so excited about your products that they jump online and have very positive things to say about your brand.
The NAD (National Advertising Division) in the US, and the Guidelines for Cosmetic Advertising and Labelling Claims in Canada, (a collaborative effort between Advertising Standards Canada and the Cosmetic Division of Health Canada) require that manufactures of cosmetic, personal care or nutraceutical products ensure that marketing claims, displayed on the products labels, the packaging or in advertisements, are appropriately substantiated. Manufacturers should ascertain that product claims do not contain false, misleading, or unsubstantiated claims about the benefits of products, or that claims do not suggest false or deceptive comparison to competing products. Reliable studies and analyses conducted and evaluated in an objective manner by persons qualified to do so, must be used to substantiate products claims. It is illegal to make false advertising claims, so better to be sure your claims are true and substantiated. Competitors or consumers can challenge marketing claims via advertisement review boards, consumer advocacy associations or courts of law. This can be a very costly and painful process, but it is much easier to deal with if you have the proper studies and related documentation to prove the claims on your products. Claims substantiation and safety studies can save you thousands of dollars, especially if they help keep your products (really, your investment) on the shelves.
Furthermore, the substantiation of marketing claims by objective research is a powerful product development tool that may serve to help you better your products, better advertise your products, and help you make more interesting and relevant claims on your products. Also, the information gathered during a clinical study will help you to make unbiased informed decisions regarding your products. For example, if you don’t get the results that you expected (perhaps your product is irritating to the eyes in a certain subsection of the population, for example) at least you know before product launch and you can determine how to go about making the necessary adjustments. This is far less costly than dealing with the aftermath of an irritating product going on the market, where the fallout potentially being negative consumer reviews, contributing to the marketability of your product, or even lawsuits from consumers. You may also discover things about your product that can be fixed before they reach the market – saving you from launching something that may not sell because it has an odor or texture that is not appreciated.
So, I know you’re going to go off and think about your marketing claims, and which need substantiating. Feel free to call or email me if you have any questions! In the meantime, I’m going to think about changing our tagline to: “Evalulab: Protecting your Investments.” ;)
We’re working on some blog posts about the different regulatory requirements for cosmetic products in different regions around the world, and also the differences between cosmetic and drug products and what you can say about each. Until then, have a great day!
