PRODUCT CLAIMS

Toners on the market tout a plethora of skin benefit claims. It is these benefits that offer a prime opportunity for toner acceptance. The benefit most frequently associated with toners is a reduction of apparent pore size. Although no cosmetic product can alter the actual size of the pores, this claim is achieved because the pores appear less prominent due to an astringent effect that results in swelling of the skin surrounding the pore or removal of oil and dirt from the pore. “Purifies skin by removing dirt and oils” and “removing (or) controlling oil” are claims used in oily skin toners. The toner claims, “restores the acid/alkali balance of the skin” and “pH balanced,” still resonate well with consumers although they go back to the days of highly alkaline cleansers. Sensorial claims include “skin looks healthy,” “even skin tone,” “softens,” “soothes,” “refreshes,” “energizes,” “cools skin,” “warms skin,” and “tightens.” Lightening and whitening claims such as “whitens (or lightens) the skin” and “reduces dark spots” are popular in Far East whitening toners. These claims may be quasi-drug or cosmetic depending on the country, ingredient, and claims. The “evens skin tone” claim is gaining popularity in the rest of the world.