As consumers we are exposed on a daily basis to cosmetic claims, from brushing our teeth in the morning to using the latest anti-ageing creams. We can't get away from them. Consumers are continually enticed by claims of intrigue and efficacy. What are these cosmetic claims? How are they actually developed and justified? With most consumers obtaining their information about cosmetic products from the press, internet sources and social media, it is important to discern between fact and fiction. This book opens with three key questions: why do we even use cosmetics, what is their purpose, and how vain are we all? The answers are by no means exhaustive, but serve as a guide to what cosmetic claims are, how they are made and regulated. By examining the factors influencing the claims development process, the author aims to introduce consumers to the complexity and nuances of how the industry develops claims for its cosmetic products. They should also be more informed when choosing and purchasing cosmetic products, and be more circumspect when judging what they read in the press, and on the internet and social media............................................................................................................................................................................ Cosmetic industry professionals, be they marketing, R&D or regulatory affairs, should gain a comprehensive understanding of the processes involved in developing effective cosmetic claims, and obtain more clarity in legislative compliance.........................The book closes with more questions than answers since it touches on the most sensitive aspects of who we are and what we want. It revisits the three questions, why we use cosmetics, and how we search for claims to solve a number of our social needs that are clearly not the remit of cosmetics, despite their impact. This book is presented in a way that will both provoke and appeal to all consumers irrespective of which side of the cosmetic counter they stand - colleagues in the industry or friends and family on the high street ............................................................................................................................. The reflection in the mirror is never what it seems! ...........................................................................................................................Chapter 1: Why We Use Cosmetics - How Vain Are We? Chapter 2: The Skin Chapter 3: Types of Claims and Where We Find Them Chapter 4: Cosmetic Claims - What Are They? Chapter 5: Legislation & Law Chapter 6: How Claims Are Made and Substantiated Chapter 7: Understanding Claims Chapter 8: Claims in a Green World Gone Grey Chapter 9: Are We Worth It?