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These days, if you want to sell skincare, you need the claims to back it up.
Claims purport what exactly a product can or should do for the wearer’s skin — the way Tatcha, for instance, says its Dewy Skin cream “instantly plumps with 3x hydration and a dewy glow” or how Drunk Elephant states that its C-Firma Fresh Day serum “noticeably diminishes the appearance of signs of ageing and photodamage.” Usually backed by a clinical study, they “lend [products] an aura of…
