How do I know my anti-wrinkle cream is as good as its word? The answer is simple: If advertising claims are to be made with regard to cosmetic efficacy, these must be substantiated by ‘sufficient and verifiable evidence’.
Our Actives by name: This section is dedicated to the Actives from BASF Personal Care that stand out from the competition. It starts with a superfruit. A project turned into products that will conquer the market.
Everyone wants to grow old, nobody wants to be old. Kind of absurd, isn't it? Getting older has negative connotations. But it doesn't have to be and shouldn't be. A first step towards a more positive perception: anti-ageing has become well-ageing.
When you look at products, the so-called claims quickly catch your eye. Anti-ageing is the most prominent example. Manufacturers need to know what customers need in order to sell their products to men and women. When it comes to promises, a distinction must be made between immediate effects and long-term results.
Ever since cosmetics have existed, it has been clear that water alone is not enough for skin and hair care. The search and research for suitable additives and ingredients has a long history and is now a race to win the favour of end consumers.
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