How to Build Better Label Claims with Data

Ever stared at a bottle of face serum or a jar of pet supplements and thought, “Can it really do all that?” You're not alone, and your customers are asking the same thing. These bold promises, known as label claims, are the billboard of your brand. They tell shoppers what to expect, why your product is special, and why they should trust you with their skin, health, or pets.

But here’s the truth: catchy claims are only half the battle. The real magic? Being able to prove them.

What Are Label Claims?

Label claims are statements made on product packaging or in marketing materials that communicate what a product does or how it works. Common examples include:

• “Clinically tested to reduce the appearance of wrinkles”

• “Supports immune health”

• “Naturally soothes digestive upset in dogs”

These claims can influence purchase decisions, set your product apart, and build brand credibility, but only if they’re accurate and supported by data. Misleading or vague claims not only damage trust but can attract legal or regulatory scrutiny.

Why Are Label Claims So Important?

Label claims are more than marketing buzz, they’re promises. And in a marketplace driven by trust, those promises need to deliver. Whether you're in supplements, cosmetics, skincare, superfoods, or pet health, label claims help your product:

• Communicate value instantly

• Compete in crowded online and retail environments

• Support premium pricing

• Build loyalty and brand recognition

But there’s a catch: if your claim can’t be backed by real data, it’s not just ineffective, it could also be non-compliant.

Types of Label Claims (And Why They Matter)

Not all claims are created equal. Here are the primary types of label claims you’ll encounter in wellness and consumer health products:

1. Structure/Function Claims

These describe how an ingredient supports normal body functions, such as: “Vitamin C supports immune system health.”

2. Cosmetic Claims

Common in skincare, these refer to improvements in appearance without altering body structure: “Visibly brightens skin tone.”

3. Sensory & Performance Claims

These describe how the product feels or works, often based on user experience: “Absorbs quickly” or “Long-lasting hydration.”

4. Clinical or Health Benefit Claims

These are higher-stakes claims and suggest a measurable health benefit: “Reduces bloating within 48 hours.” These require strong evidence, often from clinical trials.

How Clinical Trials Strengthen Your Label Claims

Investing in clinical research allows your brand to:

• Substantiate bold label claims

• Earn trust with consumers and retailers

• Reduce legal risk

• Enhance market positioning

And the best part? Affordable clinical trials are now more accessible than ever thanks to virtual and decentralized trial models. These allow for real-world consumer testing with faster timelines and lower costs, especially for categories like skincare, pet products, or functional foods.

Avoiding Common Mistakes with Label Claims

Here are some of the most common errors brands make with label claims, and how to avoid them:

Overpromising

Phrases like “Cures eczema” or “Eliminates all pain” can trigger regulatory action. Instead, say “Helps soothe dry, irritated skin.”

Using Consumer Feedback as Proof

Customer reviews are helpful, but they’re not the same as controlled data. Relying solely on testimonials weakens your claim credibility.

Vague Wording

Terms like “boosts vitality” or “promotes wellness” may sound good but are too ambiguous without context. Be specific and data-driven.

The Role of Third-Party Clinical Validation

Third-party contract research organizations (CROs) can lend objectivity and credibility to your claims. Here's why third-party validation matters:

• Independent analysis reduces bias

• Better acceptance by retailers and investors

• Increased consumer trust, especially when study results are published or summarized transparently

• More defensible claims in case of legal or regulatory scrutiny

Some CROs specialize in non-pharmaceutical products, offering cost-effective trial models tailored to the needs of wellness, skincare, or pet brands. This makes it easier for even small or emerging companies to produce claim-worthy data without breaking the bank.

3 Ways to Turn Claims Into a Competitive Advantage

Not all label claims are just about compliance, they can be powerful brand assets. Here’s how to turn your claims into market momentum:

1. Use Claims to Educate

Use your validated claims to teach customers why your product works. A claim like “Clinically shown to reduce redness by 30% in 7 days” tells a story of fast, measurable impact.

2. Create Claim-Based Campaigns

Build your marketing around your strongest validated claims. These make great email subject lines, social proof, and even ad copy.

3. Position for Retail Success

Retailers want products that sell. Verified claims provide confidence to category buyers and can help you secure premium placement or expanded distribution.

Label Claims in the Age of Social Media

Consumers today aren’t just reading your label, they’re fact-checking it in real time. With social platforms and AI-driven research tools, false or flimsy claims get called out fast.

That’s why transparency isn’t a nice-to-have anymore, it’s expected. Forward-thinking brands are:

• Publishing clinical summaries on product pages

• Offering links to whitepapers or trial reports

• Creating video explainers on claim validation

Being upfront about your process isn’t a vulnerability, it’s your competitive edge.

Making Claims You Can Stand Behind

A label claim isn’t just a marketing line, it’s a promise. And in an era where consumers are smarter, savvier, and more skeptical than ever, that promise better be backed by proof.

When you invest in clinical validation, you’re doing more than checking a compliance box. You’re telling your audience: “We don’t just say it works, we can show you.” That kind of confidence doesn’t just boost conversions. It builds brands that last.

Ready to Make Claims That Convert?

If you’re ready to turn your product’s benefits into validated, compliant label claims, we can help. Explore clinical trial options tailored for your category, whether it's supplements, skincare, or pet health, and start building a brand that customers (and retailers) trust.