Acronym of the week would be more accurate, but GDUFA will be used as a word so it might as well be defined as one. With the passage of the Food and Drug Administration Safety and Innovation Act on July 9, 2012, GDUFA (‘Generic Drug User Fee Amendments...
a heavy cloud surrounding the safety of
cosmetic procedures, and many feeling uncomfortable with the perceived risks of surgery, women are increasingly turning to the next hero anti-ageing product within their budget. As a result the beauty industry will continue to invest heavily in delivering the latest breakthrough science that does not just claim, but proves to women, that this is the ‘must have’ product worth spending their hard earned cash on. As a result we are seeing the paths of beauty and science converging more closely than ever before with a trend towards beauty companies using technologies and methods that have previously only been used at the cutting edge of pharmaceutical research, for example the use of NASA atomic force microscopes to observe molecular structures in hair.
More so than ever women are constantly bombarded with pressure to look as young as possible, be it from the latest TV makeover programme, to pictures shared on social networks, to the good old fashioned glossy magazine. Repeatedly women are being fed claims for the next miracle anti-ageing solution, proven to banish lines and wrinkles in order to transform the consumer into a younger looking replica of their former selves. But look behind the headlines and you will see that ‘fluffy claims’ are no longer enough to secure ‘must have’ status, what a generation of information hungry women are now demanding is the proof that a product really does what it claims to do.
The desire of many women to look their best is nothing new and undeniably both now and in the future many products will continue to offer a quick fix with no scientific basis for their ‘magic’, but the beauty industry leaders are now focusing on ensuring that the research into their products is robust enough to be published in peer reviewed scientific journals such as the British Journal of Dermatology who featured the clinical results behind Olay Professional. Skeptics will continue to question the ‘proof’ behind claims made by industry but ultimately the willingness of beauty companies to open their scientific research to the scrutiny and potential criticism of the medical community speaks volumes about their confidence that these products do actually work. Recently there has been a trend for companies to publish research into individual ingredients, the mechanisms of the skin and the ultimate nirvana, proven efficacy of a specific product. Consumer thirst for information is driving for this trend to become increasingly more common, as companies are seeing the dramatic positive impact of published research on their sales figures.
With this increasing spotlight on the beauty industry to tell the story of the science on which their products are based, the PR industry is responding by integrating new skill sets within teams in order to ensure the balancing act between science and brand communications is perfectly partnered in communications delivery.
The current generation of women is evidence hungry and will not be misled by pseudoscience making unsubstantiated claims. The pressure is therefore on the beauty industry to ensure they have clinical robustness behind the claims they make – undoubtedly the currency for success for today’s beauty leaders.
We capture the opinions and insights of several of our employees on a variety of communication topics about Healthcare.