TRENDING TECHNOLOGIES
AI and cosmetics: a new era of claims washing?
Theresa Callaghan - Callaghan Consulting International
In the ever-evolving landscape of cosmetics marketing, bold claims have long been a crucial driver of consumer interest, influencing purchasing decisions and brand loyalty. Traditionally, these claims have relied on scientific studies, clinical trials, and tangible evidence to validate the efficacy of products such as anti-ageing creams, sunscreens, and shampoos, etc. However, with the advent of AI, the cosmetic industry now finds itself at a crossroads. AI offers unprecedented potential for innovation, revolutionising everything from personalised skincare recommendations to the analysis of complex consumer data and product formulations. On one hand, AI-powered technologies
promise a new era of hyper-personalisation, where brands can analyse vast amounts of skin data and lifestyle factors to create individualised products, making bold new claims about their effectiveness. From AI algorithms that predict skin responses to specific ingredients to virtual skincare advisors, the integration of AI is reshaping how brands communicate their products’ benefits. Yet, this explosion of AI-driven claims also raises a pivotal question: Are these advances truly grounded in science, or do they represent a more sophisticated form of ‘claims-washing’— the practice of using exaggerated or misleading claims to attract consumers? As the cosmetics industry leans more
heavily on AI, there is a growing need for scrutiny regarding the transparency and ethicality of such claims. Are consumers being provided with scientifically backed innovations, or are companies exploiting the complexity of AI to obscure the truth? This article explores the delicate
balance between harnessing the power of AI for genuine technological breakthroughs and maintaining ethical transparency in marketing, as the line between innovation and manipulation becomes increasingly blurred. Will it be a case of computational joie de vivre or our future’s end?1
AI in claims substantiation: a double-edged sword Consumers are attracted to products that promise visible, measurable results, and brands constantly innovate to stand out. AI supports this by automating and improving claim substantiation through literature screening,2
data mining,3 product testing,4
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claims communication and regulatory oversight.5
ABSTRACT As a result, AI brings notable
advantages to product claims development and substantiation: ■ Data-driven insights – AI can analyse large datasets from clinical studies, consumer reviews, and genetic data to identify patterns and predict outcomes, enabling brands to create data-backed, personalised claims for specific demographics or skin types. ■ Efficiency and speed – AI accelerates product testing and validation. Instead of waiting for long clinical studies, companies can use simulations and predictive modelling to estimate product performance quickly. In silico testing, which involves computer- based simulations, often utilizes AI to model biological systems and predict ingredient effects, enhancing accuracy and efficiency when processing large datasets. ■ Personalisation – With growing demand for personalised skincare, AI’s ability to simulate individualised results based on factors like skin type, age, and lifestyle is essential for creating tailored marketing claims. While these advantages present some
joie de vivre for the industry, there are also significant downsides that could potentially undermine consumer trust.6 Claims-washing and misleading simulations
– the term ‘greenwashing’ is used to describe marketing tactics that falsely claim environmental benefits; similarly, ‘claims-
As AI tools become integral to cosmetics marketing and claims substantiation, the regulatory landscape is also evolving. Although these technologies bring excitement through data-driven insights, enhanced personalisation, and quicker claims validation, they also introduce risks related to transparency and accuracy. Therefore, AI’s potential must be wielded responsibly, and brands should ensure AI-generated claims are transparent and subject to human oversight. Regulatory bodies must also adapt to oversee these innovations, preventing misleading practices. Ultimately, the goal is to enhance consumer trust through ethical practices and rigorous scientific validation. As the industry progresses, it is essential to prevent automation from undermining trust, and responsible innovation will help AI-driven claims resonate with consumers, thus promoting credibility and genuine value.
washing’ may become a term used to describe AI-generated visuals that overpromise on product efficacy. While AI can simulate product outcomes, these simulations may not always align with real-world results, especially if the underlying data is not robust or is selectively chosen to favour the product. AI-driven
January 2025 PERSONAL CARE
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