ABSTRACT
With the continuous increase in the variety of cosmetic products proposed to consumers over these last decades, it has become more and more difficult for them to decide what the most appropriate products are for their needs. Aware of such difficulties, cosmetic manufacturers have understood that the success of a product today is not only a question of performance, but also a question of how it is promoted to the potential buyer. Progressively, product promotion took more importance and advertising claims became more aggressive and closer to the limit of what could be scientifically shown and consumerperceived. In order to monitor the claims made about cosmetic products and protect the consumer against misleading advertisement, several national/federal agencies have issued rules under the form of laws, or directives, to ensure that proper substantiation of claims exists. Furthermore, relying on such rules, competitors always remain ready to challenge unfair or doubtful claims. Last but not least, the consumers themselves have become more critical and, when they feel that their product does not provide the properties that it claims, do not hesitate to stop buying the product as well as the other products of the same brand. It has thus become a priority for the cosmetic chemist to be able to show and substantiate the properties that are claimed for his or her product.
