Cosmetic marketing claims – what can be written on the packaging? Law vs. Marketing
Homepage » Blog »Marketing claims in cosmetics play an essential role in customer relations. They present the benefits of using the products and help build trust in the brand. It is important that they comply with applicable regulations, such as Regulation 655/2013/EC, which defines the rules regarding claims about the efficacy of and ingredients in cosmetics. The reliability of these declarations, backed by strong evidence, is extremely important as it allows consumers to make informed purchasing choices.
Table of contents:
What are cosmetic marketing claims?
Marketing claims are statements placed on product packaging or in the manufacturer's communication indicating specific product properties. They present the advantages of products, creating unique messages and constituting an important tool in the competition between brands. Thanks to them, we can highlight the unique properties of cosmetics, such as moisturisation or wrinkle reduction, which allows consumers to better understand the benefits they can achieve with their regular use.
Declarations of this type fall into various categories, including for example:
- product performance,
- sensory impressions,
- comparisons with other cosmetics.
Each of these categories requires confirmation and justification, which is not only a legal requirement, but also a way of building brand trust.
For declarations to be effective, they must comply with regulations such as Regulation (EC) No 655/2013, which specifies the criteria for substantiating cosmetic claims.
They should be based on solid evidence, market research and expert opinions, which allows consumers to make informed purchasing decisions.
What are the objectives of marketing declarations?
Marketing claims are designed to show the benefits that the use of a given cosmetic brings to the consumer. They help to understand the specific advantages of the product, such as protecting the hydrolipid barrier or supporting the skin microbiome. Thanks to this, consumers can make informed choices, selecting products that best suit their needs. In this way, these claims play a key role in building brand trust and loyalty.
How do marketing claims affect communication with the consumer?
Marketing claims play an essential function in communication with customers, providing them with reliable information on product qualities. The reliability of this information is extremely important. It not only prevents misleading customers, which is in line with legal requirements, but also plays a key role in building customer loyalty. Thanks to such claims, consumers better understand the benefits of regular cosmetic use, which positively influences their perception of the brand and strengthens the bond with the customer.
Types of marketing claims in cosmetics
In the cosmetics industry marketing claims take various forms, providing consumers with essential product information. Each type has its own unique characteristics and fulfils specific functions.
- product performance claims
- sensory impression statements
- consumer perception statements
- comparative statements
- ingredient declarations
The first type consists of product action claims, which focus on the efficacy of cosmetics, such as improving skin condition or increasing elasticity. To substantiate them, reliable evidence is essential, often derived from consumer perception tests or instrumental tests.
Next are sensory impression statements. They focus on characteristics such as texture, scent, or ease of application, helping consumers better understand the product usage experience.
There are also consumer perception statements, based on personal user opinions collected in surveys or interviews. They contain subjective assessments, such as satisfaction with the effects of use.
Among them are also comparative claims, which compare the product with others available on the market. They must comply with fair trading rules and be based on objective data.
At the end we have ingredient declarations that provide detailed information about the product's content. This is important for people looking for cosmetics with specific ingredients, e.g. natural or vegan ones.
All these types of claims must comply with applicable legal regulations, such as Regulation (EU) No 655/2013, which lays down common criteria for the justification of claims used in relation to cosmetic products.
Product claims – how are they substantiated?
The effectiveness of the cosmetics is confirmed by conducted research. They provide reliable evidence of how well products work. These tests are based on scientific methods, which ensures their validity. Instrumental-apparatus and consumer tests are frequently used – conducted under the supervision of a qualified specialist such as a dermatologist, ophthalmologist or paediatrician. They make it possible to assess whether the cosmetic actually performs the promised functions, such as supporting the skin microbiome and improving its condition. Reliability and a scientific approach to testing are of great importance for the credibility of claims and a positive reception among customers.
Such studies are usually conducted on a group of 10 to as many as 50 participants and last on average about four weeks. The properties of the product are assessed primarily by comparing the results before and after regular use of the product or following an interview conducted with the test participants.
Ingredient declarations – what information must they contain?
Ingredient claims must faithfully reflect the actual composition of the product. Every component of the cosmetic should be precisely described, which is key to full transparency. It is important that the information is reliable and reflects actual data, enabling consumers to make informed choices.
Transparency and accuracy in presenting ingredients strengthen customer trust in the brand.
Legal regulations regarding marketing claims
Legal regulations regarding cosmetic marketing claims play an important role in ensuring the truthfulness of the information that reaches consumers. These claims must comply with applicable regulations, such as Regulation (EU) No 655/2013, which specifies the criteria that statements in the cosmetics industry should meet. It is essential that every promotional piece of information is supported by reliable evidence and reflects reality, which protects consumers against misinformation.
These regulations are designed not only to protect consumers, but also to ensure that marketing messages are clear and truthful. To comply with the law, companies must carry out thorough research to substantiate the efficacy of their products and the truthfulness of information regarding ingredients.
Which regulations govern marketing claims in cosmetics?
Marketing claims in the cosmetics sector are regulated by two key regulations: 1223/2009 and 655/2013. The first of these, known as the EU Cosmetics Regulation, defines the rules regarding the production, sale and promotion of cosmetics in the European Union. Meanwhile, Regulation 655/2013 sets out six criteria that cosmetic marketing claims must meet.
- compliance,
- truth,
- possessing evidence,
- factual accuracy,
- honesty,
- enabling consumers to make an informed choice.
Adherence to these guidelines ensures that marketing communications are reliable, non-misleading and backed by evidence. As a result, we avoid misinformation and build customer trust in the brand.
How to ensure compliance with the law?
To enable cosmetics manufacturers to meet the legal requirements regarding their marketing claims, they should follow several key principles. Above all, every claim must be solidly substantiated. This means support in the form of scientific research, expert assessments, and evidence of product efficacy. The information should be reliable and not mislead customers.
It is also essential to comply with applicable regulations, such as Regulation (EU) No 655/2013, which specifies the criteria for the justification of claims used in cosmetic products. It is important that these are clear and easy for the average consumer to understand, which facilitates informed purchasing decisions.
Claims should be reliable and must not disparage competitors or ingredients used in accordance with the law. Adhering to these rules helps avoid legal issues and builds consumer trust in the brand.
Familiarise yourself with the available research in MPR-Labs cosmetics laboratory.