@article{kozik2024analysis,
  title = {Analysis of Product Claims on  Natural Cosmetics Packages},
  author = {Natalia Kozik},
  year = 2024,
  url = {https://ibimapublishing.com/articles/JMRCS/2024/391232/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2024,
  pages = 10,
  doi = 10.5171/2024.391232,
  abstract = {Cosmetics package is not only a promotional element, but also part of a company's marketing strategy. It is not only intended to protect the product, but its aim is also the communication of information to the consumer, because clear and understandable labelling of cosmetics is very important for their correct and safe use. This applies not only to obligatory information, but also to product claims, which manufacturers are keen to include on packages and in which there is growing interest among consumers. Unfortunately, a lot of abuse of product claims can be observed in the natural cosmetics industry. The aim of this article was to present the legal requirements for product claims and to assess these labels in terms of their content and the irregularities that occur. The research material consisted of 51 packages of natural shower gels. The methodology developed by Fowler, Reisenwitz and Carlson (2015), was used to assess the types of claims. The analysis identified 393 product claims, most of which, 155, were scientific claims. Unfortunately, there were irregularities in 186 of the identified claims, which mainly related to the lack of presentation of evidence to support the claims made.},
  keywords = {product claims, cosmetic products, natural cosmetics.},
  note = Article ID: 391232
}