Hair loss claims – consumers and a borderline dilemma

Hair growth products in the EU are classified as borderline cosmetics, whereby claims are restricted, and from the regulatory perspective, taken on a ‘case by case’ basis. Such a position leaves many cosmetic products with applications in hair growth and hair loss in a dilemma — will their claims be challenged? The aim of the study was to establish the trends and patterns when consumers search for non-medicinal hair loss/hair growth products via online search engines, and to provide an understanding of the search terms they use when seeking non-medicinal hair loss/hair growth treatments. This commissioned consumer study demonstrates not only a gap between regulatory requirements and consumer understanding, but a real need for a better educational dialogue between the consumer, industry and regulatory bodies.