Making Marine Marketing Claims: The Do's and Don'ts

There are many reasons why brands are jumping on the Blue Economy bandwagon. Marine ingredients, for starters, are prized for their versatility, as its uses extend across a wide range of personal care products. On top of that, many algae and seaweed species are rich in polysaccharides, peptides, and antioxidants, which support hydration, skin barrier function, and anti-aging benefits. Deep-sea minerals, like magnesium and zinc, play a role in cellular regeneration and inflammation reduction, making them ideal for sensitive skin formulations. With growing consumer interest in sustainability, marine actives also offer a natural and often renewable alternative to synthetic ingredients.

Marine marketing claims that resonate

To effectively market marine beauty products, brands should put emphasis on both performance and sustainability. Consumers today are highly informed and look for packaging that provides clear, trustworthy, and benefit-driven messaging. They seek products that align with their values—whether that's clean beauty, sustainability, or proven efficacy (or all of the above!). Here are some claims that align well with consumer expectations and purchasing behaviors:

• Hydration and skin barrier support: Consumers prioritize hydration and skin barrier protection, especially in harsh climates or pollution-heavy environments. They're looking for keywords like "moisture-locking", "barrier repair", and "long-lasting hydration".
• Anti-aging and skin renewal: With the demand for high-performance, natural anti-aging solutions rising, consumers seek ingredients that support collagen production, reduce fine lines, and store elasticity.
• Detox and purification: Consumers love the idea of detoxification, even though the skin does not technically accumulate toxins (so this claim should be substantiated while used). Terms like "pore-cleaning", "oil-balancing", and "skin refreshing" resonate with consumers, but should be used carefully and backed by evidence to avoid misleading messaging.
• Sustainability: Eco-conscious consumers are increasingly scrutinizing ingredient sourcing and packaging sustainability. They look for certifications, biodegradability claims, and transparency about responsible harvesting practices. Consumers are also looking for packaging that clearly communicates free-from claims (e.g., sulfate-free, paraben-free, microplastic-free); skin benefits with simple explanations (e.g., "Hydrates for 24 hours"); certifications like COSMOS and Ecocert; and lastly, transparency in ingredient sourcing and sustainability efforts. 

Marketing claims to avoid

While marine beauty offers a wealth of undeniable benefits, brands must be mindful of exaggerated or misleading claims that could damage consumer trust and brand reputation. It's crucial for companies to ensure that their promotional content is not only compelling, but also accurate and transparent. Here are a few specific claims that brands should be particularly wary of, as they can easily lead to consumer confusion or skepticism if not properly substantiated:

• Claiming to be "Ocean-derived" or "sustainably harvested": These terms can be vague and misleading. "Ocean-derived" may imply a product is sustainable or purely natural, but the sourcing and processing of these ingredients may not be environmentally friendly or transparent. Claims of sustainability should be backed by certifications and/or third-party verification. Without this, it's difficult to know if the harvesting practices are actually sustainable and not harmful to marine ecosystems.
• Claiming to be "Reef safe": The term "reef safe" is often used to suggest that a product is environmentally friendly and won't harm marine ecosystems. However, there are no standardized definitions or regulations for this claim, making it potentially misleading. To be truly responsible, brands should provide transparent information on the specific ingredients used and how they impact coral reefs. It's crucial that the claim is substantiated by research or certifications to avoid misleading consumers about the environmental impact of the product.
• Exaggerating marine ingredient benefits: For example, "Algae is better than Botox!". While algae can support skin elasticity, it doesn't replace Botox's neuromodulating effects. It's best to highlight the unique benefits of marine actives without making claims that cannot be substantiated.
• Claims of purity: Take, for example, "Pure Marine Water"—not all marine waters in skincare are alike, and the term "pure" can be misleading if the water is processed or contains additives. Purity claims must be supported by transparency, with clear information about how the ingredient is processed and what it contains. Without this, such claims can be misleading to consumers. It's essential to communicate the benefits of marine ingredients honestly and back them with solid evidence.

Navigating the future of marine beauty marketing

Consumers are increasingly savvy about the claims brands make, favoring transparency and scientific backing over hype. The key to successful marine beauty marketing lies in blending nature-inspired storytelling with data-driven substantiation. By leveraging responsibly sourced marine actives and crafting claims that highlight both performance and sustainability, beauty brands can position themselves at the forefront of the blue beauty movement, without drifting into murky regulatory waters.

Are you ready to make a splash in marine beauty marketing? Ensure your claims are backed by science, resonate with conscious consumers, and align with evolving regulatory guidelines for lasting credibility and success.

💡 Covalo tip: Navigating regulatory differences across Europe, China, Korea, the UK, India, and the Middle East can be a significant challenge. Join us at in-cosmetics Global's Testing & Regulation Forum on Day 3 at 15:25 CET, where industry experts will share valuable insights on ingredient compliance, sustainable packaging, and marketing regulations. Discover actionable strategies to enhance transparency, ensure compliance, and confidently navigate evolving regulations. Don't miss out—register now!