Knowing Your Audience, with Jack Ferguson, PhD

Jack Ferguson, PhD
Jack Ferguson, PhD

Jack Ferguson, PhD, believes that gaining a deeper understanding of consumer needs has propelled the industry forward, and he would know—part of his role is to think like consumers, as he advises on cosmetic product claims for British television. “You have to have better claims and products that work,” says Ferguson, who adds, “and cosmetics are knocking on the borderline of drugs.” He notes that unlike the U.S. marketing rules, in the UK, manufacturers have the opportunity to offer cosmetics that are physiological, so long as there is good support data and the products are safe. This belief for scientific support and products with real benefits echoes that of his early mentors, as the following highlights of his career demonstrate.

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