Beauty ingredient development as well as marketing claims for finished goods hinge on clinical data. But that data is rarely seen by consumers.
“We believe that by publishing our data, we can establish a new reference point for both consumers and the beauty industry,” says Barbara Paldus, CEO and Founder of Codex Beauty Labs, in a recent media release shared with Cosmetics Design.
“Customers should expect every brand to justify its product claims with quantitative data in order to objectively compare product performance and price,” she says, explaining the thinking behind the brand’s new beauty product labeling strategy.
The new labeling also serves to differentiate Codex as a serious startup rather than a fledgling brand that’s flying under the regulatory radar.
Codex Beauty Labs adds Efficacy Facts Panel to product labeling
Going forward Codex Beauty Labs products will include clinical data on packaging for all its products. The panel will show percentages of change in hydration, skin barrier, desquamation (smoothness), appearance (textures and pores), structure (firmness, collagen, thickness, and density), and sebum (oiliness). And the panel will also note details of the featured study, like number of days, number of participants (30+), and measurements where no statistical change was recorded.
“Such an efficacy panel can effectively level the playing field in the industry, as well as eliminate confusion about ingredient potency versus actual ingredient benefits in a final formulation,” believes Paldus.
“It also allows customers to make educated decisions based on proven product performance for their skincare routines, and well-informed value purchasing decisions based on facts rather than marketing jargon,” she says.
Shifting consumer trust from starred reviews to product performance data
Here in the States, consumer reviews are a reliable new-customer acquisition tool. But they are also subjective and more akin to peer pressure than they are a scientific indication of probable results.
Codex Beauty Labs, however, sees value in consumer opinion too. And the brand does “collect customer feedback,” according to the recent media release announcing Codex’ new labeling.
“The company does not solely rely on such customer experience surveys,” explains the brand, “because they believe that quantitative measurements are more objective than opinions.”