By Sector · Skincare
Actives, claims, and what you may say where.
Clean first, soft after. The interesting question is never the ingredient - it is whether the claim survives the market you are selling into.
- playbooks this work reaches for
- 6
- specialists it is split across
- 4
- documents shown in full on this page
- 6
What this sector is a watch on
The first gesture of the evening and the last of the morning: cleanse, treat, protect.
How fast the answer goes stale
A routine is kept for years, while a single product is tried in a week.
The ladder
Four skin products, four prices.
Each Lodet skin product on a dinar scale, cheapest first.
| Product | Price (TND) |
|---|---|
| Collagen brightening cream | 20 |
| Venelle face cleansing gel | 22 |
| Venelle sunscreen SPF 45 | 29 |
| Serulift Xtreme face serum | 69 |
Where it gets specific
Three questions, and the exception each one carries.
Skincare goes wrong in the gap between what is true and what is sayable.
Which skin product answers which moment, and what each one may honestly say.
The same active can be a cosmetic ingredient in one market and a regulated one in another, so a claim check is a per-market question rather than a single verdict.
Imagery that shows a gesture and never a cure.
Imagery is where an unsubstantiated claim usually enters a launch - a before-and-after implies an efficacy claim whether or not the copy makes one.
The product sheet and the pack copy, drafted to the EU common criteria for cosmetic claims.
The pack copy, the PDP and the paid social all restate the claim. They are drafted from one approved wording here so they cannot drift apart later.
Where the claim has to land
The same active, in six places a customer meets it.
Approved once, restated six times by six people. That is where wording drifts.
- 01On skin
- 02The product still
- 03The PDP
- 04In use
- 05The editorial
- 06The campaign
Skincare output
The documents this work produces.
Real skincare deliverables, produced end to end.
Consumer & Behaviour
PDF · page 1 of 9
Switch deliverable
What actually runs
A claim, a formulation read and a market check are three different jobs, so they go to three different specialists. One system, 102 tools and 223 playbooks behind it.
Handed to
- Beauty Expert
- Researcher
- Fashion Counsel
- Analyst
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