New China regulations: Can your beauty brand benefit from new cosmetics claims rules?

The introduction of China’s CSAR means cosmetics companies now need to provide scientific evidence for any marketing claims. Carys Smith and Victoria Stoate from Ayton Global Research explain why this presents an opportunity for brands to improve their claims substantiation generally

You may have seen the big announcement regarding changes to cosmetic regulations in China from the Chinese State Council, including changes for advertising claims substantiation.

Although providing scientific evidence for claims such as ‘Radiant looking skin’ or ‘My hair feels thicker’ has been mandatory for years, the guidelines are now so much clearer.

China, the world’s second biggest beauty market after the US, issuing new regulations is food for thought on whether the industry can now self-regulate. With the new rules coming into play from January 2021, what businesses do next for their product exports will ensure Chinese consumer enjoyment of their favourite brands for years to come.

This news is of particular interest to Ayton Global Research (AGR), a specialist service provider of consumer research for cosmetic claims substantiation. Since its founding over 25 years ago, the business has worked with over 400 global clients, product testing in over 50 countries, including China.

So, what exactly is this big news? The Chinese State Council has announced the arrival of the China Cosmetic Supervision Administration and Regulation (CSAR), replacing the old and outdated Cosmetics Hygiene Supervision Regulations first released in 1989.

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