Strategies for Scientific Claims in Cosmetics Ads

Summary

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:

• The copy for cosmetics advertising campaigns should be aligned with the target audience’s awareness of scientific-related terms presented in the print ads.
• Advertisers may need to augment or even avoid certain scientific-related terms, because such claims more likely will be perceived as misleading or deceptive by cosmetics consumers.
• Both typical cosmetics consumers and licensed physicians believe some forms of cosmetics claims do not aid consumer decision making.