Claims & Labeling
Say what the product can prove

Claims should be clear, relevant and supported by the product evidence available for the intended market. Start aligning the language while the formula is still being developed.

Consumer benefit

Claim strength

Evidence

Pack language

Build a responsible claims direction

Good claims connect what customers want to know with what the product can support.

Write the benefit in plain, customer-facing language

Write the customer benefit in clear language before choosing stronger wording.
Classify the claim as sensory, appearance-based or performance-led.
Map the wording to the evidence and the target market before artwork begins.

Decide whether the claim is sensory, appearance-based or performance-led

Write the customer benefit in clear language before choosing stronger wording.
Classify the claim as sensory, appearance-based or performance-led.
Map the wording to the evidence and the target market before artwork begins.

Match the strength of the wording to the evidence available

Write the customer benefit in clear language before choosing stronger wording.
Classify the claim as sensory, appearance-based or performance-led.
Map the wording to the evidence and the target market before artwork begins.

Review the full label, product page and advertising language together

Write the customer benefit in clear language before choosing stronger wording.
Classify the claim as sensory, appearance-based or performance-led.
Map the wording to the evidence and the target market before artwork begins.

Keep the claim connected

The formula, test plan and final communication should point in the same direction.

Do not let an ingredient name become an unsupported product promise

Keep the formula, testing plan, label and sales language aligned.
Review ingredient references carefully so they do not become unsupported product promises.
Track claim changes through approval and check the final artwork as one complete set.

Use consistent wording across packaging and sales materials

Keep the formula, testing plan, label and sales language aligned.
Review ingredient references carefully so they do not become unsupported product promises.
Track claim changes through approval and check the final artwork as one complete set.

Identify any market-specific review needed before final artwork

Keep the formula, testing plan, label and sales language aligned.
Review ingredient references carefully so they do not become unsupported product promises.
Track claim changes through approval and check the final artwork as one complete set.

Keep claim changes visible through the development process

Keep the formula, testing plan, label and sales language aligned.
Review ingredient references carefully so they do not become unsupported product promises.
Track claim changes through approval and check the final artwork as one complete set.

Make the next development conversation more useful

Claims work best when the product promise, test plan, label and sales language align from the beginning.

Questions to answer

What is the customer benefit in plain language?
How strong is the wording compared with the evidence?
Where will the claim appear?

Useful outputs

Prioritized claims list
Claim-to-evidence map
Artwork wording review list

Before you move to the next stage

Use this short check to keep the product direction clear and ready for the next conversation with your team or manufacturing partner.

List the intended claims
Classify the claim type
Map each claim to evidence
Review final wording before artwork approval