What does having ‘radiant’ skin mean and does the claim have substance?

Published: 22-Jul-2021

Ayton Global Research's Carys Smith and Victoria Stoate reveal how you can legitimately make skin care claims about imparting a 'glow'

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<i>Carys Smith</i>

Carys Smith

The term ‘radiant’ is bandied about in the beauty industry to create the impression of skin that is vital, healthy and somehow suggestive of internal good health shining through one’s skin.

But when it comes to claiming your product ‘boosts’ or ‘encourages’ radiant skin, how can this be substantiated?

What, in real-word terms, does radiance mean when it comes to cosmetics? And how can brand owners avoid falling foul of spurious claims?

In this article, Carys Smith and Victoria Stoate from Ayton Global Research, clarify what you can claim around that ‘glow’.

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