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Beauty & Personal Care

Does the formula back the claim, and hold margin doing it?

In beauty, the claim, the time to a visible result and the price all have to line up. Vantage checks each one against the evidence you have.

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The question that decides it

Can the product deliver enough of the promise to make someone switch?

Every Vantage call ends in one of five: Proceed, Refine, Validate, Pause or Stop.
Decisions that come up here

The questions that decide this category.

i.

Is this claim worth changing the formula for?

ii.

Does time to visible result support the repurchase cycle?

iii.

Is the product different enough to earn shelf attention?

iv.

Is the price supported by the perceived result?

v.

Is clinical or claims substantiation the next thing worth buying?

What usually kills a launch hereclaim substantiationtime to visible resultswitching costprice-value mismatchcompetitive samenessregulatory exposure
What it looks like

A sample decision.

Product record Sample
Barrier Repair Serum
Validation
Verdict · RefineRefine the claim to match the result

People notice a difference, but later than the claim promises.

Evidence

Most testers noticed less redness, typically by week three.Home-use test · 60 people

Assumption

“Visible results in 7 days” will hold up to scrutiny.Not substantiated

Inference

A 30 ml bottle runs out before most people see the result.Usage diary

Next dollar goes to

Change the claim to a 3-week result and test a 50 ml size before packaging. About $5,000.

What you bring

  • The concept, deck or product brief
  • Any research you've run: surveys, panels, taste tests
  • Sales, repeat or retailer feedback, if it exists
  • Your price and cost assumptions

What you get back

  • One call: Proceed, Refine, Validate, Pause or Stop, with the reasoning
  • Every line labelled evidence, inference or assumption, with its source
  • Confidence based on how well the evidence holds up
  • The next test worth paying for, and the result that would change the call
Related

Also useful.

Use caseFix it before you testRead more →RoleConsumer insightsRead more →IndustryWellness & SupplementsRead more →

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