"Help I'm Covered in Adjectives: Cosmetic Claims & The Consumer" is an updated and expanded exploration of the intricate world of cosmetic claims, designed to enlighten and empower readers in today's beauty landscape.
In an era where consumers are inundated with information from various sources, distinguishing between fact and fiction is crucial, particularly when it comes to skincare choices. This second edition delves into the complexities of cosmetic claims development, shedding light on the processes that shape the products consumers use daily, whether it's shampoos, skin creams, or lipsticks.
Tailored to engage both consumers and industry professionals, this book bridges the gap between the cosmetic counter and the laboratory. Consumers will gain insights into the inner workings of the cosmetics industry, enabling them to navigate the myriad of claims with confidence. Meanwhile, professionals in marketing, research and development, and regulatory affairs will deepen their understanding of claim development processes and compliance with legislation.
Moreover, the book serves as a valuable resource for influencers, startups, and journalists, who wield significant influence in shaping consumer perceptions and industry trends. By equipping them with accurate information about cosmetic claims, the book aims to promote transparency and combat misinformation in the industry.
Entrepreneurs venturing into the cosmetics industry will find essential insights into claim development, regulatory compliance, and ethical marketing practices, enabling them to differentiate themselves in a crowded market and build consumer trust.
Journalists, too, play a crucial role in holding the cosmetics industry accountable. By providing them with in-depth knowledge of cosmetic claims, the book empowers journalists to investigate misleading claims and educate the public on consumer rights and safety concerns.
Through a comprehensive exploration of topics ranging from understanding consumer needs to navigating regulatory frameworks, readers will gain a deeper appreciation for the complexities of the cosmetics industry and the role of claims in shaping consumer perceptions.
With updated chapters covering a wide array of topics, including the science behind skincare, types of claims, legislation and law, and challenges posed by misinformation and greenwashing, this book offers a balanced blend of scientific rigour and engaging storytelling.
Ultimately, "Help I'm Covered in Adjectives" invites readers on a journey of discovery, enlightenment, and responsibility in the pursuit of beauty with integrity, ensuring that cosmetic claims reflect the truth behind the products we use and trust.
Callaghan’s guide is enlightening, as she addresses how to differentiate between fact and fiction and “make informed decisions about… skincare regimen[s].” Her goal with this updated edition is to “[bridge] the gap between the cosmetic Counter and the laboratory,” and she accomplishes that objective with flying colors. From a breakdown of the different types of cosmetic claims—ranging from lifestyle to ingredient to sensory—to instruction on the anatomy of skin, Callaghan’s easy-to-read text covers all the bases, teaching consumers the ins and outs of an admittedly complex business. She consistently revisits safe and ethical product development, asserting that “product development pathways have to be turned on their head and re-drawn,” and is a staunch advocate for rigorous scientific standards, arguing that “time and money to build a body of evidence has to be a first priority.”
In peeling back the layered expectations that consumers (and regulating authorities) have for the cosmetics industry, Callaghan offers readers a refreshing backstage pass to creating a successful —and safe—cosmetic product and campaign. She covers the history of cosmetics (dating back to Ancient Rome), the four main culprits of misinformation in the field (influencers, consumers, journalists, and the industry itself), and offers readers a slew of valuable resources, all in hopes of helping consumers clarify their “actual and uniquely individual skin needs.”
Takeaway: Inside track on the complex world of cosmetics production.
Comparable Titles: Martha Laham's Made Up, Mary Lisa Gavenas's Color Stories.
Production grades
Cover: C+
Design and typography: B+
Illustrations: B-
Editing: B
Marketing copy: A
Forget free-from claims and clean beauty: I felt privileged to be invited to review this book for the author. I have been and still am, a big fan, especially of her ‘claims insights’ columns that she posts regularly on LinkedIn.
This is the second edition of her book, the first was published in 2019 to very good reviews. In this second edition, which has been completely reworked and updated, the author takes us on a no-nonsense journey of cosmetic claims. She is particularly scathing of the industry, journalists, consumers, and influencers. However, her passion for the industry, which is clear from this book, is also full of compassion too, and where she criticizes, she offers an abundance of suggested solutions. The book clearly tilts the industry towards a whole new set of standards on how we promote cosmetic products and the language we use.
Also covered in the book are what's new in terms of the microbiome and Ai within the framework of claims, as well as stand-alone chapters on Misinformation, and "Green".
A must for those entering the industry, whether you are in marketing, a copywriter, or an indie brand. A great resource too for those already in the industry, and a wake-up call to the key stakeholders: consumers, industry, journalists, and influencers. I also understand that the book is to be translated too, which is a big bonus — can’t wait!
We have 2 copies in the Cutest - The Skin Specialists clinic in Cardiff. Thoroughly recommend it to anyone wanting to understand claims and consumer communication in our industry.
Stewart Long CEO
Thank you so much for the brilliant book Theresa. I have done an instagram post about it and will be referring back to it often. What a great resource and educational asset to have in the library.
