product claims

Product Claims

Every year, thousands of new products that act on the skin (personal care products, makeup products or medicinal products) are launched on the market with or without proper clinical testing.

How can you ensure that your product stands out?

A quick and simple answer to this question is by making performance promises that are honest, genuine and attractive to the target consumer!

These promises are called product “claims” or “allegations” in the industry.

However, do not forget that all claims used for the marketing of skin care products must be truthful, objective and based on reliable evidence.

Depending on the company, many people may be responsible for writing the claims displayed on products labelling: formulators (research and development team), brand managers (marketing team), product managers (sales team) or even business leaders.

Have you ever thought about what should be considered when aiming to demonstrate the performance of a product?

This depends among other things on the nature of the product, the ingredients used, the manufacturing company’s brand image and the targeted market.

As with any complex project, proceeding stepwise is the key to success.

Here follows a few questions that you may have to ask yourself :

The first question is not technical, nor scientific, but a corporate question : How important is product performance for your business ?

If product performance does not add any value to your brand; then regardless of its performance superior or minimal efficacy, it will not change anything for you.

Alternatively, if product performance is essential for your brand image and business success, efficacy testing should be of foremost importance.

Since product performance is your brand image, you, your business and mainly consumers will be picky towards the quality and truthfulness of the information indicated on the product packaging and in your advertising messages.

In addition, regulatory agencies and your competitors will be on the alert for all exaggerated, vague or misleading product claims.

The purpose of performance testing is to promote the product benefits on the market, whether to stand on the promises of your products or to strengthen the identity of your brand.

Usually, product claims are determined by listing the recognized properties of each ingredient contained in the formulation.

Or sometimes, the claims are totally “random” without real scientific proofs and rather based on a strategy to seduce the consumers. Such allegations are very powerful because they will resonate specifically with the average of consumers.

For example, you want to develop a personal care product that contains a well-known ingredient or raw material.

Several options are available :

  • use the ingredient offered by a supplier that provides all pertinent information such as: chemistry / physics, stability, safety data, function / mechanism of action, efficacy data and interaction possibilities …. Then, add it to the formula at the concentration recommended by the supplier (as demonstrated by efficacy data).
  • use the ingredient offered by another supplier that did not submit a complete file showing evidence of effectiveness (probably cheaper since it does not have exactly the same characteristics). Then, add this ingredient at the recommended concentration.
  • use that ingredient at an infinitesimal concentration
  • In the three cases above, the name of the ingredient in question will be included in the mandatory INCI list on the packaging.

If it is an ingredient that is popular and well-known among consumers, you will probably sell your product more easily because the targeted consumers will not see the difference between the three cases mentioned above.

What about the quality and performance of your product ? What about consumers’ satisfaction ?

At this point, performing clinical studies to evaluate the safety and efficacy of your new product will have an impact.

You will be able to clearly distinguish the three options listed above demonstrate the difference and communicate it to your consumers.

Evalulab will help you support your claims with reliable and accurate scientific data.

We will answer to all your questions:

  • Depending on the positioning of my products in the market, what claims can make?
  • What types of claims would be relevant to my company and / or my brand image?
  • What can I expect from the ingredients included in my formulation?
  • What choices of tests do I have?
  • What is the distinction between two possible tests options?

Our laboratory has developed many protocols to support your products claims. Contact us to discover all the options. We also offer the development of customized tests to substantiate the performance of all your products.

The list of clinical studies / tests is long and includes the following: long-lasting hydration, deep moisturizing, anti-aging, restoration of the skin barrier, clinically proven relief from dry skin, non-irritating, hypoallergenic …

We can develop new protocols for your specific needs.


securityIt is up to the manufacturers or distributors of new topically applied products on the market (active ingredient, formulation, cream, lotion, gel or device…) to ensure that adequate information is available for safety assessment.

Many claims can support your product safety: non-irritant (no signs of skin irritation), suitable for sensitive skin, Hypoallergenic (HRIPT), Dermatologist Tested, non-irritant on eye contour (no signs of eye irritation), Ophthalmologist Tested, non phototoxic…

Face Care

face-careThousands of facial skin care products are launched in the market: personal hygiene, cleansers, creams, serums, make-up and shaving products … used on lips, eyes (eyelashes and eyebrows) or skin. It is the cosmetic industry’s number #1 priority to ensure that customers can be confident regarding the safety and efficacy of their products.

Sun Care

sun-careTo be effective, a sun care product has to protect skin against UVA and UVB. To claim sun protection, clinical tests must be initiated. These tests are regulated by standards and guidelines established by regulatory agencies, depending on the country. We are proposing various tests to prove the effectiveness and safety of your products.

Body Care

body-careThe category « body care » includes many cosmetic products. In order to test the efficacy and safety of your moisturizing, nourishing, scrub, firming products or other, Evalulab may suggest you several tests from use-test to more stringent instrumental measurements. We purpose customized tests, suitable for your products.

Hair Care

face-careThe hair care market is the most important within the cosmetic product. It impacts people of all ages, women like men and it’s always on the lookout for innovation. As for body and face care, we propose several tests for hair care products depending on hair types. We also offer tests for products or devices that promote hair growth.


cosmeticsTo enhance natural beauty or correct imperfections, make up is nowadays part of women’s daily routine and it slowly but surely makes its way to men’s.

Products applied to the skin can be classified into several categories. The classification varies according to each country’s regulations. However, in general, products may be classified into three main categories:

Cosmetic products

Cosmetics, also called beauty, make-up or personal care products are “articles intended to be rubbed, poured, sprinkled, or sprayed on, introduced into, or otherwise applied to the human body…for cleansing, beautifying, promoting attractiveness, or altering the appearance” (FDA definition for cosmetic products).


Cosmeceuticals are products applied to the skin (creams, lotions, ointments or gels) that contain biologically active ingredients believed to have medical effects or benefits similar to drugs. Products that are orally administered and have benefits perceived on the skin are known as nutraceuticals.

Drug products

Some products may have cosmetics-like characteristics but are also classified as drugs or OTC products. These products include, for example, anti-acne products, antiperspirants, anti-dandruff shampoos, medicated topical products, products for diaper rash, topical antiseptic cleansers, sunscreens (protection against sunburn) and some skin lightening products.