Jakarta, 01 April 2026 – In the beauty industry, claims are one of the key factors influencing consumers’ decisions to purchase products. Claims serve as a representation of a product’s effectiveness communicated to consumers, so they must be made as compelling as possible. However, claims cannot be made arbitrarily; they must be supported by valid and verifiable data. There are two main approaches commonly used to support product claims: clinical studies and consumer perception studies. Both play distinct roles in developing claims, so it is important to understand how each approach can be used appropriately. 

Evidence as a Business Strategy 

The selection of clinical studies or consumer perception studies is not merely a technical matter for substantiating claims; it directly affects the product’s market position and how claims are communicated to consumers. The evidence used will determine the credibility of the claims, consumer perception of the product, and the brand’s competitiveness in the market. 

Clinical studies and consumer perception studies are both scientific approaches used to evaluate product performance, but they differ in methodology and type of data generated. Clinical studies typically rely on instrumental measurements or medical assessments to provide objective, quantifiable evidence of product efficacy. 

In contrast, consumer perception or sensory studies use structured sensory evaluation methods to systematically capture users’ subjective experiences, such as feel, comfort, and perceived effectiveness. While perception-based, these studies are conducted using validated protocols and statistical analysis, making them equally scientific in design. Together, both approaches provide complementary insights, combining objective performance data with real-world user experience. 

Clinical studies and consumer perception studies are both scientific approaches used to evaluate product performance, but they also play distinct roles in shaping business and marketing strategies. The choice of approach influences not only the types of claims that can be made but also how those claims resonate with the target audience. 

Clinical evidence supports high-credibility, performance-driven positioning, particularly for products that aim to highlight measurable efficacy. In contrast, consumer perception studies enable brands to translate product benefits into relatable user experiences, making claims more engaging and easier for consumers to connect with. By strategically leveraging one or both approaches, brands can align their evidence with their positioning goals, ensuring that claims are not only scientifically sound but also impactful in the market. 

Types of Study Approaches Based on Purpose and Why Both Are Important 

Both study approaches have their respective advantages, depending on the desired goal. The approach used must align with the claim’s purpose and the desired business strategy. If the goal is to scientifically prove product effectiveness with measurable, structured data, a clinical study is appropriate, as it focuses on real changes in the skin based on objective data, not just perceptions. 

Conversely, a consumer perception study is used when the primary goal is to understand users’ experiences and perceptions of the product. This study will assess product performance based on everyday user experiences and represent user perceptions. Typically, assessments are measured using questionnaires and rating scales so they can be analyzed statistically. 

Both studies are important because each addresses a different perspective. In a business context, brands cannot rely on a single type of data. A more comprehensive understanding of the product being launched is necessary. It’s not only crucial for brands to ensure product effectiveness, but also to ensure consumer satisfaction with its characteristics. A product may deliver excellent results and benefits, but consumers may dislike its texture and aroma. A product proven effective may not necessarily have characteristics that consumers prefer, and a product that consumers like may not necessarily have scientific evidence.  

By combining these two approaches, brands can be more flexible in how they communicate their products to consumers. Brands can deliver science-based claims to build trust while using perception data to make messages more understandable and relatable to consumers. Thus, an evidence strategy no longer focuses on choosing one approach over another, but rather on optimizing both to support overall business objectives.