Standing out in an increasingly competitive cosmetics market is often achieved with product claims, but brands and manufacturers must follow clear regulatory frameworks and closely monitor all digital activity – influencer content included.

With the rise of social media, many brands have established their presence on various different platforms in order to increase consumer engagement and to promote their products. And over the last few years, there has been a rising trend of collaboration between cosmetic brands and influencers, who can reach many thousands, even millions, of people and therefore greatly promote brands and their products.

This kind of collaboration is especially seen on Instagram, YouTube and more recently, TikTok. But this rise in digital does not mean cosmetic claims regulations can be left by the wayside.

What are claims ?

Claims are powerful marketing tools which can persuade consumers into buying a certain product.

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By Tjaša Grum – 02-Aug-2021