Claims do's & don'ts for cosmetic products
✅ Do
The main function of cosmetic products is always one or more of the following and this should be clear in the claims:
- Cleaning: Soaps, shampoos, toothpaste.
- Perfuming: Perfumes, deodorants.
- Changing the appearance: Makeup, hair dye, nail polish.
- Protecting: Sunscreen, lip balm.
- Keeping in good condition: Moisturizers, hand creams.
- Control body odor: Deodorants, antiperspirants
Cosmetic products are only meant for healthy skin and hair
It’s recommended to only use terms like ‘acne-prone’ or ‘eczema-prone’ skin when discussing these conditions, as these are not seen as medical conditions (see first “Don’ts” bullet point for more info)
For commonly accepted skin problems such as redness, pimples, pigment spots etc. for which the product can be used, we recommend that claims include words such as “feels/looks/appears”
Skincare products can help reduce wrinkles, pimples, dark spots etc, but this often takes weeks/months and is temporary. This should be clear in your content.
All our claims are backed up with scientific evidence, so make sure to stay close to the briefing and claims on the packaging when explaining how the product works
❌ Don’t
You cannot claim the products cure, prevent, heal or combat diseases or medical conditions.
- Examples of diseases: acne, eczema, rosacea, atopy, psoriasis etc
- Examples of other medical conditions: wounds, burns, rashes, scars
Do not state the product works:
- Anti-inflammatory
- Anti-bacterial
- Deep into the skin / in several skin layers
Do not make unreasonable claims based on the time you have used the product (eg. All my pimples are gone after 2 days). Base yourself on the timeframes mentioned in the briefing or on packaging
Do not state the product has a permanent effect (eg. my wrinkles are gone
forever). Cosmetics can only temporarily improve the appearance of something
Do not use the product in a different way than mentioned on pack or in the briefing. Example: If the product should only be used 2x a week, do not state that you use it every day• Do not denigrate or talk negatively about ingredients or other products as a way to emphasize how good this product is.