R CLAIMS 59
The past, present and future of cosmetic claims
Theresa Callaghan – Callaghan Consulting
The cosmetic industry, a sector that influences nearly every aspect of our daily lives, is grappling with an existential crisis. On the surface, it presents an image of innovation, progress, and beauty as a universal truth. However, beneath this glossy veneer, a more unsettling reality persists: the industry is out of sync - with itself, its consumers, and its own promises. For decades, beauty brands have built
empires on bold claims, promising everything from age-defying transformations to flawless skin overnight. These assertions are packaged in the language of progress, science, and self- improvement. Yet as we delve deeper into the 21st century,
we must ask: can these promises ever truly be fulfilled? And, perhaps more poignantly, should they be? For years, the beauty industry has propelled
itself forward with ambitious claims and groundbreaking promises. New ingredients, cutting-edge formulas, and revolutionary skin care technologies are marketed with an enthusiasm that suggests these products are life-changing. Yet, for every bold claim, there is a growing sense that the industry’s relationship with truth, despite robust regulations, is a bit more tenuous than we have been led to believe. We sell anxiety.
The contradiction between beauty and truth At its core, the beauty industry is built on a paradox: it sells products designed to enhance or alter our physical appearance, yet it often obscures the very truths it promises to reveal. The terms ‘anti-ageing’, ‘miracle’, or ‘instant results’ are not just empty buzzwords - they are symbols of a much larger cultural belief that we can control time, erase imperfections, and, ultimately, become someone else. These promises are seductive, appealing to our deepest desires for self-improvement and self- empowerment. Yet, as we face increasing disillusionment with the industry, a quiet question arises: can we truly fix ourselves by changing the way we
www.personalcaremagazine.com
look, or are we merely chasing an illusion of perfection that was never attainable in the first place?
The irony is that as the industry evolves, with each new claim and technology, the chasm between promise and reality widens further. As consumer anxiety grows, we appear to feed off this and sell that anxiety back to them.
The power of claims and the weight of expectations Cosmetic claims have always been a cornerstone of marketing, but the language used to sell products has reached new heights of hyperbole. ‘Miracle’, ‘anti-ageing’, ‘permanent results’, ‘100% natural’ - these terms and many more are commonly used to describe products that promise to
transform skin, defy time, or solve complex dermatological issues. However, how much of this is actually backed by science? Consumers today are increasingly sceptical.
Through the internet, they have been exposed to enough buzzwords and ‘before and after’ pictures that they have started to ask: “Is this really true?” In many cases, the answer
is either exaggerated or entirely misleading. The industry has long relied on a lexicon of empty promises to drive sales. However, with the rise of consumer advocacy groups, influencers, and
watchdog organisations, the gap between these claims and actual results has become harder to ignore.
The disconnect between promise and practice
For example, the term ‘natural’ has August 2025 PERSONAL CARE
C
N
E
I
L
E
A
B
T
G
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114
