Formulate Products Backed by Successful Clinical Testing Results

Stephen R. Schwartz

Stuart Lee Friedel

Ameann DeJohn

Course description

What comes first? The product or the claim. Learn how to develop personal care and cosmetic products and award-winning formulas with great claims in the proper order for success.

The rules and regulations regarding supporting advertising claims for cosmetics have not changed. What we need to focus on is how to create unique products built around claims – to give consumers what they want and build strong brands. However, the new vectors for sales and marketing via social media and website sales have brought forth a new paradigm for developing claim substantiation in these new media vectors. We’ll discuss how to create good products that sell and claims that can be turned into ads for social.

This new era of marketing requires transparency, authenticity, and proven product efficacy to stand out from your competitors. The new cosmetic consumer is savvy, more eco-centric than ever, and hyper-aware of misleading information as well as the paid influencers. Learn how to navigate the convoluted world of clinical claims and how to turn this data into digestible marketing content.

Understand the do’s and don’ts of social media posts plus how to steer clear of controversial messaging. Find out how to test your product to reach the consumers you desire and how to share this information in a “safe” and positive way that gives the brand success you are looking for.

This intensive accredited course will lay out the basics for claim support as rooted in law, science, and media.

Upon completion of this course, you will be able to:
• List and explain current FTC guidelines
• Describe the ‘gold standard’ needed for supporting claims
• Explain the difference between a cosmetic and a drug
• Create the correct message on social media and website platforms
• List some do’s and don’ts of acceptable social media postings
• Learn what the marketing team is planning to do with the claims from formulas

COURSE OUTLINE

Module 1

• The Law
  • Review of current FTC guidelines and legislation
  • Recent case law
  • Emergence of a new watchdog group, class action lawyers

Module 2

• The Science
  • Review of the gold standard for supporting claims
  • Trained technicians, consumer questionnaires and skincare technology
  • Review of the cornerstones of testing such as “reasonable basis”
  • What separates a cosmetic from a drug?
  • Proper protocol development, technology examples and questionnaire design

Module 3

• The Media
  • The new power and presentation of claim support and how it needs to be represented through social media channels
  • Review of what you cannot say on social media as well as how to create the correct message by combining clinical science with before-and-after’s, consumer testimonials and all the support one needs from professionals in this new field.

Module 4

• The Ad Spend
  • Insider tips for successful ads and why return on ad spend metrics have changed.
  • What are the new Key Performance Indicators (KPI) for digital success?
  • Why Product Development and Marketing need to work together in this new paradigm.