Introduction to the ‘‘Proof of Claims’’

With the continuous increase in the variety of cosmetic products proposed to consumers over the last decades, it has become often difficult for them to decide what are the most appropriate products 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 the advertising claims became more aggressive and closer to the limit of what could be scientifically demonstrated and consumer perceived.