Ingredient Claims
Making efficacy claims on cosmetic products helps to set them apart from others. Promising the consumer that using cosmetic product X will lead to important effects on their skin or hair has…
5.08.2021 
The empowered beauty consumer
Beauty trends are constantly changing. Skincare is booming and every other day there is a new hype around a certain brand, ingredient or look. But it’s not only the trends which are…
Claiming probiotic and postbiotic. What’s in a name?
The personal care industry is seeing a large movement in claims related to microbes. The skin microbiome is a large focus for many brands, but hard to communicate about in an appealing…
Self-Care – scientific solutions to an emotional need
Health is a great good. The global Covid-19 pandemic made us more than aware of this, but even before the pandemic, health was already a focus for many consumers. Much more than…
Social Media – an opportunity to connect with consumers
Smartphones and social media have become indispensable today. Both have profoundly changed the way we behave, how we see ourselves and how we look. Digital photography has made it possible for us…
The changing perceptions of aging
For thousands of years, people have been applying mixtures on their skin to either protect it from aging or to look younger. This concept of ‘hope in a jar’, where people became…