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Why Small Brands Need to use Product Claims



Clinical research to create product claims is vital for brands of all sizes, particularly given the recent updates from the FTC that mandates all supplement product claims must be backed up with scientific evidence. However, it may be especially important for smaller brands to implement robust product claims into their marketing strategy in order to stand out in an ever-crowded market. We have compiled some of the reasons small brands should consider investing in clinical research for their skincare, supplements, or other health and wellness products.


Consumer Trust in “Big Beauty”

Though it may not be fair, the average consumer often reaches for name-brand products that they recognize from years of exposure. Big Beauty and health conglomerates that have been around for a long time carry a cache of trust with consumers that newer brands may struggle to establish, regardless of the quality of the products at hand or the rigor of scientific evidence behind them.


To tackle this, product claims can help smaller brands to appear just as (or, more) trustworthy than customers' go-to favorites. Product claims can even serve to subtly compare the performance of your product to others on the market (have you ever seen a label touting better performance than “leading brands”?)


Consumer Reluctance with New Formulas

Similar to their tendency to reach for tried and true brands, consumers are also generally hesitant to try new formulas, particularly in products such as skincare or cosmetics where differences in ingredients can cause immediate changes in complexion for those with sensitive skin.


As a small brand, your product claims are essentially acting as a reassurance for consumers that your product is safe and effective to use, and a justification for the particular ingredient balance in your formula. Think of product claims as convincing potential customers that your product is worth giving a try, as you have the clinical evidence to support its high performance!


Increased Competition in Wellness Products

In the last few years, health and wellness products have boomed alongside trends encouraging self-care, partially as a result of the social shifts during the pandemic. Because of this, brands of all sizes have launched a wealth of new products including supplements targeted at every health concern imaginable, skincare that targets niche concerns, and quirky cosmetics that follow online trends. Small brands have to work harder to stand out among the crowds, particularly in an age where products that go viral online will sell out regardless of their formula’s benefits. Using clinical trials to create scientifically validated product claims is the most effective way to demonstrate your product’s high performance in a flooded market, particularly as older products may not have the same level of scientific evidence behind them if they have yet to catch up to the growing trend of research-backed product claims.


Wrapping Up

Overall, it is crucial for small brands to create product claims that are backed by clinical research in order to stand out in an overcrowded health and wellness market. This process builds trust in consumers that would otherwise hesitate to stray from trusted “Big Brands” and formulas that they are familiar with, and demonstrates the scientific validity of your formula among a sea of others.


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.

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