Transparency in Product Claims: Communicating Effectively with Consumers

To guide cosmetic brands in building consumer trust through transparent, verifiable, and EU Green claims directive compliant product claims.

Learning Points

• The Current Landscape: Claims vs. Reality
  Consumers demand honest and ethical branding.
  Misleading terms like “natural,” “clean,” or “dermatologist-recommended” erode trust if not properly backed.
• Common Cosmetic Claims
  Environmental: vegan, cruelty-free, recyclable/refillable packaging, sustainably sourced.
  Performance: reduces wrinkles, evens skin tone, boosts hydration—must be supported by clinical or lab data.
• Greenwashing in Cosmetics
  Case study: Misuse of “natural” claims without meeting content thresholds.
  EU’s Green Claims Directive is tightening standards for sustainability marketing.Greenwashing in Cosmetics
  Case study: Misuse of “natural” claims without meeting content thresholds.
  EU’s Green Claims Directive is tightening standards for sustainability marketing.
• Consumer Pain Points
  Confusing labels
  Overuse of vague or unregulated terms
  Lack of substantiated claims
  Hidden synthetic ingredients
• Digital Tools to Boost Trust
  Trends, examples and new ideas.