Consumer product testing and procedures for implementing claims substantiation protocols are topics of increasing interest within the product development process. As this author previously has stated, the race to enhance, or at the very least match, a manufacturer’s on-package product claims to its competitors’ is of paramount importance to gain a crucial foothold in the relevant market and target demographic. This article follows neatly from a previous one regarding anti-wrinkle claims substantiation.1 Here, other related efficacy claims increasing in popularity are considered—including reducing age spots and hyperpigmentation, evening skin tone, skin lightening, and improving skin elasticity, firmness and cell turnover. Awareness of the testing procedures for these claims is lacking—but awareness is crucial to move forward, especially with heightened popularity for such products fueled by increased demand.
The Rise of ‘Anti-imperfection’ Claims
One of the reasons the modern cosmetics market continues to grow is the technology boom of the last 20 years. Before the ubiquity of the Internet and social media, the dissemination of images and advice relating to skin was only available through paper media, television or in-person interactions. However, the global uptake of the Internet and devices such as tablets and smart phones ensure that consumers can easily access countless sources of information, be it good or bad. This increase in curiosity, discussion and thus demand for “bigger and better” drives modern day capitalism in many markets, and skin care is no exception.
Although skin concerns date back throughout history—with clear, glowing and youthful skin indicating prosperity and health, and sallow, blemished skin portraying a toiling and stressful life (although the last century’s tanning craze has altered this perception)—skin concerns were merely a physical manifestation of the life the person led. Now, the need for an admirable complexion knows no social, economic or regional boundaries. In addition, the desired appearance is easily attainable and relatively affordable.