Claims That Convert: Why Evidence Is Your Best Marketing Tool

In today’s crowded cosmetic landscape, consumers are more informed, regulators more vigilant, and competitors more agile than ever. Amid this complexity, one truth stands firm: claims without evidence are just stories. And stories, no matter how compelling, won’t shield your brand from scrutiny, or build lasting trust.

At Olalla Consulting, we believe that substantiated claims are the cornerstone of credibility. Whether you're launching a scalp serum, a deodorising surface spray, or a mood-boosting mist, your product’s promise must be backed by data. Not just to satisfy regulators, but to empower consumers and differentiate your brand.

Why Claims Matter More Than Ever

From “anti-aging” to “microbiome-friendly,” cosmetic claims are under the microscope. The EU and UK regulatory frameworks, anchored by REACH, CLP, and the Cosmetic Regulation (EC) No 1223/2009, require that every claim be truthful, verifiable, and not misleading. That means:

• In vitro, ex vivo, and clinical testing must align with the claim’s scope.
• Marketing language must reflect the actual performance data.
• Labelling and packaging must avoid exaggeration or ambiguity.

Failing to meet these standards doesn’t just risk fines, it erodes consumer confidence and invites reputational damage.

Evidence Isn’t Just a Legal Shield, It’s a Strategic Asset

Investing in claim support isn’t a cost, it’s a catalyst. Here’s why:

• Accelerated Time-to-Market: With robust testing protocols in place, you avoid reformulations and regulatory delays.
• Cross-Functional Efficiency: R&D, regulatory, and marketing teams work from a shared evidence base, reducing friction and misalignment.
• Clearer Consumer Communication: Translating complex data into digestible narratives builds trust and boosts conversion.
• Regulatory Resilience: As oversight intensifies, brands with embedded validation processes will outpace reactive competitors.

What Counts as Evidence?

Not all data is created equal. To substantiate a claim, you need:

• Validated test methods: ISO standards, peer-reviewed protocols, or industry-accepted assays.
• Representative samples: Testing must reflect the final product, not just isolated ingredients.
• Statistical significance: Anecdotal results won’t cut it—your data must be reproducible and robust.
• Transparent documentation: From study design to raw data, regulators may request full traceability.

At Olalla Consulting, we help founders design studies that meet both scientific rigor and commercial timelines. Whether it’s a moisturisation claim or a scalp health benefit, we tailor the testing strategy to your product’s unique profile.

Turning Data into Marketing Gold

Once you’ve gathered the evidence through in vitro testing, consumer trials, or toxicological review, the next challenge is translation. How do you turn technical findings into claims that resonate, comply, and convert?

At Olalla Consulting, we help brands bridge the gap between lab data and consumer trust. Here’s how to turn your evidence into marketing gold.

Market Research: Listening Before You Speak

Before crafting claims, you need to understand what your consumers care about. Market research isn’t just about trends, it’s about emotional drivers, pain points, and purchase triggers.

Key tools:

• Surveys & polls: Ask consumers what benefits they seek, hydration, glow, oil control, etc.
• Social listening: Monitor TikTok, Reddit, and Instagram for the language consumers use.
• Competitor analysis: Review claims from similar products, what’s resonating, what’s overused, what’s missing?

Tip: Use open-ended questions like “What do you wish your current cleanser did better?” to uncover unmet needs that guide both formulation and messaging.

What Consumers Want: Functional + Emotional Benefits

Consumers don’t just want results, they want reassurance, identity, and experience. Your claims should reflect both.

Tip: Pair one measurable benefit with one emotive phrase to create layered messaging that appeals across demographics.

Typical Claims & How to Substantiate Them

Here’s a breakdown of common cosmetic claims and the evidence required to support them:

Tip: Avoid vague or absolute language like “cures” or “eliminates.” Use phrases like “helps reduce,” “clinically shown,” or “visible improvement.”

Probing Claims: From Lab to Language

Once you’ve identified the claim, probe it with these questions:

• Is it measurable?
  Can you quantify the benefit (e.g., “+23% hydration after 8 hours”)?
• Is it relevant?
  Does it solve a real consumer problem or desire?
• Is it compliant?
  Does it meet UK/EU standards for truthfulness, clarity, and substantiation?
• Is it translatable?
  Can your marketing team express it in consumer-friendly language without distortion?

Example Transformations:

• ❌ “Eliminates all wrinkles instantly”
  ✅ “Clinically shown to reduce the appearance of fine lines in 4 weeks”
• ❌ “Cures acne”
  ✅ “Helps visibly reduce blemishes and improve skin clarity”

This isn’t just semantics, it’s the difference between a trusted brand and a flagged product.

In 2025, consumers expect transparency. Regulators demand it. And brands that embed claim validation into their development process will win on both fronts.

The Olalla Approach: Integrated, Agile, Evidence-Driven

At Olalla Consulting, we help you turn substantiation into strategy, from lab data to label copy, from formulation to consumer connection. Let’s build brands that stand on science.

We don’t just tick regulatory boxes, we build workflows that empower founders. Our claim support services include:

• Study design and protocol drafting
• Ingredient and formulation analysis
• Regulatory checkpoint mapping
• Marketing language reviews
• Multilingual documentation for UK/EU markets

Whether you're a start-up navigating your first CPSR or a scale-up preparing for export, we help you embed validation from day one.

In 2025, luxury isn’t just about packaging or price, it’s about transparency, efficacy, and integrity. Consumers want to know not just what your product does, but how you know it does. That’s why claims that convert are claims that are proven.

Let’s move beyond trend-driven storytelling and build brands that stand on science.