Sponsored by:
Melissa Juried Kriebel
IceCream Sunscreen
IceCreamSunscreen
A collaboration between the Society of Cosmetic Chemists and AOCS, a two-day online CEP course on cosmetic claims substantiation has been scheduled for November 16 & 17. This course will be useful for scientists, marketing professionals, salespeople and legal and regulatory professionals. Additionally, small business owners and developers of personal care products will gain valuable insights concerning cosmetic claims and their substantiation.
The instructors are Sidney Hornby, MS and Martha Tate, PhD.
Claims are explicit or implicit statements about a product. They communicate a benefit or a “reason to believe” to influence purchase. Claims are the backbone of all consumer and professional communication, and they are integral parts of the product proposition. They help build the brand equity and contribute significantly to a stronger business result.
A “reasonable basis” of claims support must be maintained to comply with the Federal Trade Commission (FTC) mandate. Claims can be supported by ingredient characteristics, objective measures of products and humans, and subjective or consumer evaluations. Ingredients are often evaluated by their suppliers, and study reports go with the ingredient purchase. Objective measurements of skin or hair products may include instruments or expert evaluators. Subjective measurements include consumer studies and sensory panels. The development of a claims package is the result of collaboration between marketing, regulatory, clinical and consumer research, and legal teams.
Fortifying your products’ claims portfolio to withstand potential challenge from competition, The National Advertising Division (NAD) of the Better Business Bureau and consumer lawsuits will be discussed. Real world examples will be used for participants to dissect actual claims challenges and decisions.
This two-day online course will present examples of major types of claims and recommend procedures to substantiate them. Puffery and establishment claims will be compared. The distinction between express and implied claims will be defined.
The course runs from 11am to 2:30pm ET on both days.