Science-backed health and wellness products are having their moment. Post-pandemic, consumers are shifting their focus from treating health issues to preventing them and are proactively seeking out specific active ingredients. Efficacy and scientific credibility are now the most important factors in purchase decisions, as my colleague Gabrielle Rush and I explored earlier this year.
Brands are tapping into consumers’ desire for scientific evidence by plastering products with claims like “clinically proven” in marketing content and influencers’ posts. But consumers are rightfully skeptical, especially after years of health and wellness marketing touting “natural” and “clean” products – claims that some consumers now see as “clean washing”.
Increasing online misinformation, the rise of generative AI, and ever more complex supply chains make it even harder for consumers to know what information to trust.
I’m fortunate to support brands like Ritual that are industry leaders in communicating transparently and authentically to avoid “science washing,” or using scientific language deceptively to signal efficacy and credibility. Here are three ways brands can communicate their legitimate scientific claims and earn consumer trust.
Prioritize Transparency About Products and Processes
Companies that are confident in their claims of clinical evidence provide specific kinds of data about their products and processes, including ingredient sources and manufacturing.
Scientific claims should be backed by clinical trials — ideally on a product’s effectiveness and safety, not just selected ingredients. Testing an inactive or minor ingredient in a skincare product, for example, doesn’t demonstrate how the product will actually perform. Here’s an excellent example of communicating a commitment to clinically test all products.
Whenever possible, work with an independent lab that has a large, diverse participant set with a variety of ethnicities, ages, and health statuses. It’s fairly easy to generate a desired outcome with a small, controlled trial. But that is not real-world evidence for how a product will perform for the general population. Ideally, explain to consumers how each ingredient in a product works and its dosage rationale.
Finally, be open about supply chain traceability efforts, which can impact both product efficacy and sustainability. Consider the level of detail often provided about foods like seafood, produce, and coffee or tea—from location of origin and harvesting practices to distance traveled to store shelves. This depth of information creates trust and loyalty with a consumer.
Seek Out Support from Credible Experts
Testimonials from lab-coated practitioners or celebrity founders extolling the uniqueness of their brands can be compelling, but aren’t always grounded in deep expertise. Savvy consumers will assess claims and identify science washing by other means.
Many doctors have launched stellar products, but rather than rely on the founder’s singular voice, seek out a network of doctors to back the brand. That is, multiple, board-certified MDs who have strong academic credentials and have practiced in the relevant specialty. Consumers recognize that scientists and experts in their field won’t risk their reputation backing products with weak or unverifiable claims.
For example, dermatologists commonly recommend skincare brand CeraVe because of the brand’s collaboration with dermatologists and its effective formulations that are backed by research and clinical testing.
Finally, seek out independent third-party testing to verify products’ quality, purity, and potency for consumers. With vitamins and supplements, organizations like NSF, USP, and ConsumerLab.com issue certifications to products that meet specific standards. The National Eczema Association and National Rosacea Society issue a seal of acceptance for skincare and cosmetics products found suitable and effective.
Center Consistency, Specificity, and Authenticity in Marketing
Because consumer product marketing is lightly regulated, many brands use generic terms like ‘clean’ and ‘clinically-backed’ widely. Science washing often involves these buzzwords as well as scientific jargon that sounds impressive but doesn’t substantiate its claims. To move beyond feel-good adjectives, brands should offer helpful product education and have a clear, consistent voice.
Don’t shy away from acknowledging the basis of scientific efficacy claims, including whether there are regulatory restrictions on product promotion. Ritual is an excellent model of openness and transparency with consumers about issues like the lack of regulation in their industry and their commitment to traceable science and sourcing.
Finally, use consistent descriptions across channels about what a product does and who should use it. Consumers can sense that brands trying to be all things to all people are less targeted, and may be less effective.
As more consumers seek products that have demonstrable clinical impact, brands need to be transparent, credible, and consistent about their products’ origins and efficacy. Particularly in untested or opaque markets, those that use clear, precise language and educate consumers will build a foundation of trust that leads to long-term brand loyalty.
If you’re a founder building a health and wellness brand based on credible science, we want to hear from you. Contact Lisa Wu.
