Consumers rely on product claims to make informed decisions about the skincare products they buy, which is why effective marketing of claims is key to the success of any skincare brand. Product claims can be derived from clinical research and used to showcase how your formulas perform with real people. We have compiled some helpful advice for utilizing product claims in your brand’s marketing.
1. Emphasize Scientific Evidence
It is essential to base your product claims on scientific research such as clinical trials, as without this it is difficult to meet the requirements of any regulatory authority (for instance, complying with the FDA’s regulations for skincare claims.)
Consumers are increasingly savvy and want to know what ingredients are in the products they use and how they work. Highlighting the scientific evidence behind products can provide reassurance to consumers that the claims made are accurate.
Ensure that any scientific evidence cited supports the claims you make, and be as clear as possible with your claims. Avoid using ambiguous terms that may confuse or mislead consumers, even if you are rephrasing the final results of your study to use more accessible language appropriate for marketing.
2. Be Honest and Transparent
The most important aspect of product claims is that they need to be truthful. Brands should avoid making exaggerated or false claims about their products. This not only damages the brand’s reputation but also undermines consumer trust. Before making any claims, it is important for brands to conduct rigorous testing and research to ensure that the claims are accurate.
3. Focus on benefits, not just features
When making product claims, focus on the benefits, not just the features. Consumers are interested in what the product can do for them, not just what the product contains. For example, instead of simply stating that a product contains hyaluronic acid, explain how it helps to hydrate and plump the skin. By highlighting the benefits of the product, brands can create a stronger emotional connection with consumers and increase brand loyalty.
4. Avoid using jargon
Avoid using complicated scientific jargon in product claims. While the scientific language may add credibility to the product, it can also be off-putting to consumers. Brands should aim to communicate with consumers in simple and clear language that is easy to understand. This will help to build a stronger connection with consumers and increase the likelihood of repeat purchases.
Wrapping Up
Skincare is an ever-expanding industry, with more and more brands entering the market every day. To stand out, skincare brands need to make claims about their products that will appeal to consumers. However, it is important for these claims to be truthful and backed up by evidence.
All skincare brands should consider pursuing clinical research to back up their product claims and showcase the scientific evidence behind their formulas. This works to build consumer trust, and bolsters your brand’s reputation, as well as helps your products to stand out in an increasingly crowded and competitive market.
Want to create your own clinical trial?
Citruslabs provides a simple and affordable way to prove that your products actually work. At Citruslabs, we design a clinical trial that is right for you and your budget, so you can start sharing research-backed product claims without spending a fortune. We offer the cohesive planning and management required to conduct successful clinical trials, from start to finish. Ready to get started? Let's talk! You can contact us here.