Rania Ibrahim
The substantiation of clinical claims in the cosmetics and personal care industry has traditionally relied on standardized methodologies, such as structured surveys and conventional instrumentation. However, these approaches often fall short in capturing the nuanced, emotional, and physiological responses of consumers. The article advocates for a paradigm shift towards more innovative and holistic testing methods. One emerging trend is the integration of neurofeedback testing, which measures physiological indicators like brain activity and heart rate to assess genuine consumer reactions to products. This method provides deeper insights into user experiences that traditional surveys may overlook. Additionally, the application of Artificial Intelligence (AI) in data analysis offers the potential to process vast datasets, enabling more accurate predictions of product safety and efficacy. These advancements align with regulatory developments which emphasizes the need for scientifically robust methods in safety substantiation. By embracing neurofeedback and AI-driven analytics, the industry can enhance the reliability of clinical claims, meet evolving regulatory standards, and better cater to consumer expectations.
