Related: Headspace and ‘hum’ by Colgate Personalize Mindful Oral Care with App
As the company states on its website, this tool can help consumers look past the marketing jargon associated with products to buy skin care products that deliver the results they need. The WIMJ algorithm also evaluates the likelihood that a product will irritate skin. It does this based on the clinical and research data available and tells consumers if a product has a low, medium or high irritancy risk.
Calculating Ratings
According to the company, the WIMJ algorithm evaluates each product based on two criteria: effectiveness and irritancy potential. Effectiveness tells the consumer if a product can deliver its promises. WIMJ rates effectiveness on a 100-point scale, from 1 (lowest) to 100 (highest). The closer the effectiveness score of a product is to 100, the more effective the product is.
Published by Cosmetics & Toiletries, December 21th, 2020
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