Today’s beauty brands need more than claims — they need evidence. Here’s how performance is defined, tested, and trusted. 

What “Performance” Really Means 

In cosmetics, “performance” means more than how a product feels — it’s about what it actually does. From hydration and barrier repair to sebum control and skin feel, each claim should be measurable and meaningful. 

Performance = the ability to deliver on a promise — with evidence. 

• Common performance targets include: 

• Hydration retention 

• Skin smoothness / roughness reduction 

• Shine control / oil regulation 

• Product longevity (e.g. transfer-proof, 8hr wear) 

How It’s Measured

There are 3 levels of cosmetic performance testing — and smart brands use all three in combination: 

1. Instrumental Testing 
   Objective tools that measure changes in the skin (hydration, oil, firmness, etc.) 

2. Clinical Testing 
   Run by dermatologists using professional protocols and scoring systems 

3. Consumer Testing 
   Panel-based insights on perceived feel, absorption, look, and finish 

42% of EU beauty brands now invest in third-party claim substantiation. 
(Statista, 2023)

Objective proof isn’t just protection — it’s persuasion. 

Why It Matters More Than Ever 

Today, claim substantiation isn’t optional: 

• Regulators expect implied claims to be defensible 

• Retailers are pushing for evidence-backed onboarding 

• Consumers are more informed — and more sceptical 

According to Mintel (2023), 76% of UK skincare consumers say efficacy matters more than brand name. 

“Clinically proven” is no longer a bonus — it’s the baseline. 

The Coseer Perspective 

At Coseer, performance isn’t a postscript — it’s engineered from the start. 

We help brands build clarity into their product journey, aligning outcomes with evidence from day one. 

Want to build products that perform — and prove it? 

Explore how structure and science come together in 

Module 1 – The Skincare Product Journey