Why Do Brands Invest In Product Efficacy Testing?
In a competitive marketplace, one of the best ways to attract attention to your products is by making impressive claims about their performance. However, those claims will mean very little without substantiation.
That’s why companies from across consumer market segments choose to invest in efficacy testing – to ensure that the product performs as advertised. Not only is it a regulatory requirement, but it’s crucial in gaining consumer confidence and, subsequently, sales with your target market.
So what does the efficacy testing process look like?
What’s Involved in Product Efficacy Testing?
As you might imagine, efficacy testing is the process of putting a given product through its paces to give substantive scientific support to any claims made on the packaging or within marketing materials.
In practice, the tests your product will undergo will depend on the specific nature of your product. For instance, for a deodorant to claim that it gives 24-hour protection, it will have to undergo laboratory testing with trained assessors to ensure that is indeed the case. Other products, such as skincare or makeup, must undergo clinical trials before making any claims regarding performance.
Once your product has undergone efficacy testing, your brand will then receive a comprehensive report containing the findings of the tests. You can then use those results to support relevant claims made on your product.
So aside from giving scientific evidence to your marketing claims, why else might you want to invest in efficacy testing for your products?
Efficacy Testing is a Regulatory Requirement
Under UK law, there has to be substantiation of a claim that any customer may reasonably view as objective made on any form of marketing materials pertaining to a product (including the packaging).
According to the Advertising Standards Authority Rule 3.7:
Before distributing or submitting a marketing communication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.
Thus, in most cases, you will need to invest in efficacy testing to remain on the right side of UK advertising laws. However, there is another key reason – consumer confidence.
Scientific Efficacy Testing Breeds Consumer Confidence in Your Product
Today’s customer is wise to misleading or false advertising. Brands that make bold claims about their products with no supporting evidence will be quickly disregarded in favour of those who can demonstrate their products stand up to objective scrutiny.
Therefore, many brands pour significant resources into claim support services to prove their products perform as well as they say they do in order to win the trust and confidence of their potential customers.
Choose Wirral Sensory Services for Your Product Efficacy Testing
Here are Wirral Sensory Services, we have been conducting efficacy testing on a broad spectrum of products for over two decades.
We have expertise in several fields, including but not limited to deodorants, antiperspirants, dentifrices and foot products, as well as air fresheners and products designed to combat malodours on fabrics such as towels and bathmats.
No matter the specific claim for which you are looking for scientific support, our expert team can help. Call us on +44 (0)151 346 2999 or email us at email@example.com today to discuss your efficacy testing requirements.