The importance of data-driven, scientifically valid claims to gain consumer understanding and trust in the crowded me-too field of consumer health has never been greater. Gone are the days when endorsement by popular media personalities and well-made mass media ads boasting of “Smoother skin!” “Whiter teeth!” etc. were enough to boost product uptake. Today’s consumer is self-focused and digitally empowered. They want trustworthy information to compare and choose products for their individual needs to maintain wellness, prevent disease and treat illness.
Every claim, regardless of the type, must be substantiated. Some regions of the world have adopted harmonized regulations governing claim substantiation; others have not, like here in Southeast Asia. This makes local knowledge especially important to avoid costly re-working of substantiation research to meet local requirements. Do it once, do it right.
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