‘Anti-imperfection’ Claims

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.

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