Website Consumer Verification for Product Claims

Background

Over the last decade, consumers have increasingly looked for products with clear and understandable labelling.  Consumers are paying more attention to the list of ingredients and claims on pack.  Innovation in the personal care industry is flourishing with the creation and reformulation of products to fit with consumers needs and desires. 

Clean labelling is a concept that incorporates different trends. It often refers to the number of ingredients in a product, whether these ingredients are familiar and recognisable to the consumer.  This desire for cleaner labelling helps customers better understand what exactly they are applying to their skin.

When making a personal care product claim, companies must adhere to strict regulations.  There must always be an ingredient list on pack and claims should be clear and understandable in order for the consumer to make an informed decision to purchase the product.

Substantiation

To substantiate the claim “The World’s Purest Wipes for Sensitive Skin” several aspects were investigated. To achieve a holistic view, a global assessment of the skin cleansing wipes on the market and their respective ingredients over the last decade was researched and documented. 

In relation to wipes, ‘purest’ can be said to be purer than any other baby wipe globally available, when purity signifies a product: 

1. with the highest percentage of water present; and
2. the least number of ingredients. 

Of those satisfying the ‘purest’ criteria, the wipe products suitability ‘for sensitive skin’ was analysed, by considering product information relating to ‘sensitive’ as part of: 

• Product name
• Product description
• Product positioning claims
• Product on pack claims 

From this, a set of criteria were devised for determining whether a product could be justified for the world’s purest wipes for sensitive skin. 

Inclusion criteria

• The product must be a packet of more than 1 wipe that is designed to be resealed between uses.
• The product must be a packet of ‘wet’ wipes.  Dry wipes are not included.
• The product’s primary function must be to clean skin.
• The product must be classified as a cosmetic product (i.e., the wipes should not be medicated nor considered as a medical device product) and be compliant with the regulations of the country/countries it is being sold in.
• The product must have a complete ingredient list.
• Suitable for sensitive skin.
• Where information was available, all wipe products present for sale or launched in any country worldwide within the previous 10+ years were included.
• The number and type of ingredients in each product were counted and analysed.
• The percentage of the major ingredient which was primarily water was determined as well as any available additional information on the purity of the water.

Assessment Parameters

 Definition of Purest

‘Pure’ is defined as not mixed or adulterated with any other substance or material; without any extraneous and unnecessary elements; free of any contamination.  Whereby ‘purest’ would be the extremely or very pure, or in a given group, the one that displayed the greatest extent of purity.

In relation to baby wipes, WaterWipes define ‘purest’ as, purer than any other baby wipe available for sale in any country worldwide, whereby purity is defined as a combination of the least number of ingredients (other than pure water) and the highest percentage of water present.

Therefore, to be the World’s Purest Wipes the wipes must:

1.         Be compared to baby wipes in all markets worldwide.

2.         Have the least number of ingredients.

3.         Have the highest percentage of water.

Definition of Sensitive Skin

Sensitive skin is a condition of subjective cutaneous hyper-reactivity to environmental factors¹.  Objective signs are typically absent, but occasionally erythema², dryness or rash are described, as well as more intense inflammatory responses³.  The signs and symptoms associated with sensitive skin have been reported to occur in association with possible triggers like weather conditions, air conditioning, cleaning products, personal care products, and clothing². Babies who can be prone to diaper/nappy rash can be described as having sensitive skin as they often experience erythema and dryness due to the diaper/nappy environment and contact with urine and faeces. Their skin integrity can be compromised leading to the characteristics of sensitive skin. It is estimated that 71% of adults self-identify as having sensitive skin, meaning it is crucial to ensure products are suitable for sensitive skin. As such, it is often recommended that gentle ingredients and formulas are used by those with sensitive skin.

Analysing the Data

Mintel Global New Product Development monitors consumer packaged goods in more than 80 countries, with more than 40,000+ products added monthly. The GNPD database was used to analyse wipes launched within the last 10+ years in 85 countries worldwide. This database provides specific product information such as Ingredient lists, brand, country of origin, country of sale, photographs of the products and a summary of the key information from the product packaging. 

Over 8000 wipe products being sold all over the world in the last 10+ years were analysed. The number and type of ingredients were analysed.  12 was found to be the average number of ingredients in baby wipes. With most products falling between 7 and 17 ingredients. Similarly, 14 was found to be the average number of ingredients in adult wipes, with most products falling between 7 and 17 ingredients.

Limitations 

There are more than 85 countries in the world.  However, these remaining countries have “developing” economies or economies in “transition” and have been excluded because there is no reliable data about baby wipes available in these countries. In fact, in many of these countries cross border commerce and indeed e-commerce likely means that products available in these countries are the same as those captured in the Mintel database. And so, the 85 countries analysed are highly representative of the entire world and the wipes available to purchase in all countries. 

Conclusion

Based on the evidence outlined it can be clearly concluded that the claim, the world’s purest wipes for sensitive skin can be justified for the WaterWipes product range (Sensitive+ Newborn & Baby, Sensitive+ Toddler & Baby, Sensitive+ OTG, Sensitive+ Hydrating Boost, Sensitive+ Soothing, Sensitive+ Bathing and Sensitive+ Body & Intimate).  This claim is based on a combination of containing at least 99.8% water and minimal ingredients.  The WaterWipes range (Sensitive+ Newborn & Baby, Sensitive+ Toddler & Baby, Sensitive+ OTG, Sensitive+ Hydrating Boost, Sensitive+ Soothing, Sensitive+ Bathing and Sensitive+ Body & Intimate) contains over 99.8% water and minimal ingredients therefore strengthening WaterWipes position on a global scale, as no other company has a similar range of products with the same level of purity that WaterWipes has achieved. 

References 

1. Berardesca E, Farage M, Maibach H. Sensitive skin: an overview. Int J Cosmet Sci. 2013 Feb;35(1):2-8. doi: 10.1111/j.1468-2494.2012.00754.x. Epub 2012 Sep 21. PMID: 22928591
2. Saint-Martory, C., Roguedas-Contios, A.M., Sibaud, V., Degouy, A., Schmitt, A.M., Misery, L. Sensitive skin is not limited to the face. Br. J. Dermatol. 158, 130–133 (2008).
3. Muizzuddin, N., Marenus, K.D. and Maes, D.H. Factors defining sensitive skin and its treatment. Am J Contact Dermat 9, 170–175 (1998).

Plant-Based and Plastic Free Wipes 

Claim does not refer to the full product lifecycle nor packaging and relates only to the viscose material.  Viscose is a regenerated cellulose utilising wood pulp as a precursor.

3-in-1 Cleans, Cares, Protects

The product claim "WaterWipes 3-in-1 Clean, Cares and Protects" is supported through a combination of evidence. 

Cleans

WaterWipes formulation has a superior surface tension compared to tap water, enhancing its cleaning capabilities. This means it can clean more effectively than tap water alone.  WaterWipes effectively clean with minimal ingredients.  WaterWipes solution has a similar surface tension to other baby wipe products but achieves this without the need for surfactants. This means it cleans just as well as other products with fewer ingredients, reducing the risk of potential skin discomfort.  WaterWipes have been shown to remove synthetic feces and bacteria with excellent efficiency in published study. 

Cares

WaterWipes have a pH in the neutral range similar to water, making them gentle on the skin.   WaterWipes formulation is microbiome-friendly and has been awarded the seal of quality by MyMicrobiome.  Numerous safety and clinical studies have shown that WaterWipes help maintain healthy skin, even for sensitive skin types. 

Protects

Through its simple formulation and 99.9% water, WaterWipes gently cleanse the skin and help protect against the cause of irritation.  The simplicity of the formulation decreases the potential for undesirable skin issues.

Consumers can trust that WaterWipes 3-in-1 Clean, Cares and Protects are backed by comprehensive scientific evidence and testing, ensuring their effectiveness and safety. 

2X Stronger. Thicker & Softer

The product claim “2X Stronger. Thicker & Softer Wipes” is substantiated through rigorous testing conducted by an independent third-party laboratory. This testing involves the use of mechanical instruments designed to measure specific attributes such as strength, thickness and softness of the wipes. 

To verify the claim, the laboratory performs a series of standardized tests. Tensile strength test was performed according to the ASTM D5034.  Thickness was evaluated using non-contact profilometry and softness was measured using indentation evaluations and comparing hardness and elastic modules and coefficient of friction measurements which provide information about surface glide. 

The tests were conducted on both the former wipe material and the new, improved wipe material for all products in the portfolio.  Each test is repeated multiple times to ensure accuracy and reliability.  The results are then averaged to provide a comprehensive comparison between the wipe materials.  This process confirms that the new wipes are indeed twice as strong, thicker and softer compared to the previous version. 

This thorough and transparent testing process ensures that consumers can trust the product claims, knowing they are backed by objective, scientific evidence.