How to avoid a ‘before and after’ image scandal

Published: 19-Feb-2024

Best practices for credible and transparent cosmetic claims are shared by David González Fernández, CEO at Dermaclaim Lab

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The use of before and after data in cosmetic product evaluations has long been a cornerstone of marketing and consumer decision making, both for percentages and images.

Images serve as visual subjective testimonials, demonstrating the potential transformative effects of skin care and cosmetic products, whereas figures and percentages are useful to objectively show the improvement of the specific assessed biomarkers and validate the claims.

However, controversies surrounding misleading claims and inconsistent representations have raised concerns about the reliability and credibility of such comparisons.

To maintain accuracy and reliability, understanding and implementing best practices for conducting before and after clinical trials is imperative.

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