Advertisers of cosmeceuticals—cosmetics that have potential health benefits —have had little guidance as to the types and frequency of scientific claims they make in their advertisements. This study offers a typology of such claims as well as insight into how the targeted consumer perceives them when making a purchase decision.
Typical cosmeceuticals include skin-care products that contain biologically active compounds that are thought to have health advantages. People who purchase them typically are women; studies have shown that by age 25, for example, women may be using antiaging products, such as retinoid, as an aid for preventing skin thinning and damage.
All-women panels were consulted for this study. Among the takeaways:
Jie G. Fowler (firstname.lastname@example.org) is associate professor of marketing in the department of international business at Valdosta State University in Valdosta, GA.
Les Carlson (email@example.com) is the Nathan J. Gold Distinguished Professor of Marketing at the University of Nebraska–Lincoln. His research interests are the marketing-public-policy interface.
Himadri Roy Chaudhuri (firstname.lastname@example.org) is a professor of marketing at the Institute of Management Technology, Ghaziabad, India. He focuses on conspicuous consumption and transformative consumer research, subaltern consumption and consumer culture theory.