• happi happi.com October 2017
microbiome protection assessment and sensitization evaluation.
Behind it, there are undoubtedly the response to the public health
issues, increasingly affecting the world of cosmetics.
Regarding the more“classical” tests, IDEA Tests has been ex-
periencing year after year a growing demand for tolerance tests
and basic efficacy tests due to the excellent value for money of-
fered by the group.
Weiss: There have been many innovative new product lines
and devices, which we have been asked to test. It is an exciting
time for innovation worldwide, and as a global leader in testing,
we work closely with those companies to develop protocols and
testing schedules which meet the ultimate goal of our clients.
There is also an increase in the standard safety testing which every ethical personal care/cosmetic manufacturer wants in their
Coyle: Product safety testing has always been at the core of
our business. We are experiencing more frequent requests for
those tests (RIPT, safety in use, ophthalmological testing, SPF)
than ever before. We now offer 100 person shared RIPT panels
weekly to meet client needs. The personal care category continues to grow, but innovative products appear to be driving more
extensive safety testing as well as more customized efficacy testing. Some examples include products that have a time-release
component for key ingredients and multi-step products that are
mixed by the consumer before being applied to the skin. We are
also seeing a notable increase in demand for sophisticated claims
tests that utilize our high-end bioinstrumentation capabilities
such as our Clarity Pro 3D facial imaging system.
Happi: How do testing services and labs help the
marketer? How about the consumer?
Drewitt: Testing services help to prove the efficacy of a product
and helps to promote confidence to the consumer. Consumers
are becoming much more aware these days about their products
and they demand that their product choice is safe and does what
it says on the tin!
Ulmer: When we do irritation testing for our customers, we
provide test results that have 30 years of market acceptance be-
hind us; that means time proven accuracy which combines nicely
with speed (every test result is a maximum 5-7 days away), and
the cost for our services is the lowest we know of in the indus-
try. Repeat business is a staple at InVitro International. We satisfy
customers again and again.
With regard to satisfying consumers, our Irritection test results
play the important part of predicting a potential irritation from a
skin or eye care product before it ever reaches human skin or ocu-
lar tissue. So even if market testing involves human trial, Irritection
testing represents safety testing to the consumer’s benefit.
Yvon: Testing labs help the marketer in different ways. The
marketer launches new appealing products but s/he also works
hard for the consumer trust and loyalty. In addition to sexy claims,
the consumer’s feeling about the product’s safety and quality is
key in the re-purchasing act. Hence the special care to be taken
with use tests, as well as tolerance tests.
It is also critical for the marketer to be particularly vigilant in
choosing his CRO, as counter-tests carried out by consumer press
or consumer media can have catastrophic effects. For example, a
French magazine dedicated to consumers has recently tested a
number of sun care products on the market and questioned the
truthfulness of the SPF of some of them, which of course had
disastrous consequences for the brands.
Weiss: The marketer has a responsibility not to promote
frivolous or false claims. We work with both development and
marketing professionals, who understand what their responsibil-
ity is, and recommend innovative clinical trials to assist them in
their ultimate goal. CPTC has a responsibility to the ultimate end
user—the consumer. It is part of our mission to only generate
ethical data so that our client can produce a product, that they
can confidently sell to the consumer, and be sure of the claims
associated with that product.
Coyle: A broad range of tests are necessary for marketers to
build each product’s safety and claims profile and ultimately de-
termine if and when a product can be sold, where it can be sold
and what information can be printed on the product label. Con-
sumers benefit from third-party testing by gaining confidence
that the claims listed on the product label have been tested for
using validated methodologies ensuring that the product is both
safe and efficacious.
Happi: What do claims do to make or break a product’s
performance in the marketplace?
Drewitt: As consumers become more aware of what products
are capable of doing for their quality of life, the demand for bet-
ter products grows more and more. If product ranges don’t adapt
and grow in line with the demand, the product will be replaced
by more exciting, novel products that are claiming to perform
better than the competitor products! Claims are one of the big-
gest selling tools for your products now!
Ulmer: Product performance claims represent consumer
benefits from using a product. So if a product delivers what it
promises on its label, and the buyer wants that benefit… they will
buy it again. Brand loyalty is to the product that does what the
consumer wants, and does it every time. That means consumer
satisfaction, brand loyalty follows, and sales/profits are recorded.
Yvon: Very often, new types of claims play the role of breaking
innovations, and so help a product to perform in the marketplace,
or a new segment of products to emerge. A typical example is the
endocrine disruptors matter: The manufacturer which, in collab-
oration with its CRO, will be the first on the market to bring out
the“non-endocrine disrupting” claim will bring a real innovation
to the marketplace, and will likely be followed by many others,
and then be at the origin of a new market segment.
Weiss: Claims are used for inform the consumer of a products
benefits. In today’s competitive market, claims are necessary to