Cosmetic advertising: compliance and regulated claims

In our work, we guide you through your communication strategies using several reference texts, particularly regulation (EU) no 655/2013, which establishes the common criteria that cosmetic product claims must meet to be used.

Numerical claims: how to guarantee transparent communication?

Example no. 1 of claims

Advertisement: “After 7 days, skin is 98% firmer. After 1 month, wrinkles are reduced by 90%, and skin is 98% denser.” “Satisfaction test conducted on 60 women.”

Analysis and regulatory compliance:

The satisfaction percentages gathered from a consumer test must be directly linked to the satisfied individuals. here, it may be interpreted as effectiveness percentages, which must be connected to a clinical study.

Optimization and recommendation for correction

Rework the wording:

“After 7 days, 98% of surveyed women find their skin firmer. after one month, 90% of them notice smoother wrinkles, and so on.”

Example no. 2 of claims:

Claims such as “0% phenoxyethanol” and “0% parabens” denigrate ingredients authorized in cosmetic product formulations.

Analysis and regulatory compliance

To contribute to a positive image of cosmetic products, advertising must primarily focus on positive arguments. in this context, a claim regarding the absence of one or more ingredients or a category of ingredients is only possible if it meets the following two specific conditions:

• It does not constitute the main argument of the communication but provides additional information to the consumer.

• It complies with all the common criteria established by regulation (eu) no 655/2013 (legality, truthfulness, evidential support, honesty, fairness, informed choice).

Optimization and recommendation for correction

focus on highlighting the product’s properties and qualities.

Conclusion

Cosmetic product advertising must adhere to strict regulations to avoid misleading claims. This case study highlights common mistakes and offers solutions aligned with REGULATION (EU) No 655/2013.