To efficacy and beyond
Once upon a time, products staked their reputation on one big claim, now they offer up a kaleidoscope of benefits. But escalating claims, and more and more of the ‘science bit,’ are increasingly leaving personal care brands with nowhere to go. What do you say about your new wonder product when it’s all been promised already?
It always used to be a truism that though consumers might say they love the gentle, kind and natural, when it comes to beauty products, what they actually buy is science. But now, it seems, consumer cynicism of scientific sounding ingredients and white-coated authority is beginning to swamp the ever resilient hope that fuels the category. Where is the language of claims to go?
Some brands have sidestepped and confidently branded their products with the language of wildest dreams: “Don’t just volumise, millionise your lashes”, say L’Oreal of their Volume Million Lashes Mascara. Give your body Endless Moisture, say E45.
Others are taking the tried and tested ‘challenge’ approach that worked so well for Special K. “Give us 12 weeks and we’ll give you visible wrinkle reduction,” promise RoC. But that still leaves the problem of confidence in real results. You can read the testimonials on the web, but when all comes to all, it’s so much easier to know you’ve succeeded if you drop a dress size.
Human nature being what it is, of course, consumers will never let hope go completely – even if they’re less convinced it can be delivered in a jar by test tube wielding professionals. But they want a different kind of claim.
The ones that seem likely to chime in the future are those that talk of working in harmony with the body, taking inspiration from and being respectful of nature. Those that don’t blind with science, but share the sense of ‘this is how it works and why your body will like it’ in a more conversational way. That truism that women buy science looking for the miracle, may not have lost its power altogether. But it’ll be a different kind of science for a more questioning, concerned and informed generation.
Image credit: Bread & Butter - skincare for men with product names reflecting the commitment to 'calling a spade a spade' (Dragonfly)
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