V3I2P12

Analyzing Consumer Perception of Dermatologically Tested Claims in Skincare Products Among Working Professionals

Sania Pathan^1*, Dr. Sekappa N Makkalageri²

Abstract

The increasing use of scientific and medical claims in skincare marketing has significantly influenced consumer perception and purchase behaviour. Among these claims, the term “dermatologically tested” is widely used to signal product safety, professional evaluation, and reduced health risk. The present study examines how working professionals perceive dermatologically tested claims in skincare products and how such claims influence trust formation, perceived risk, and purchase decisions. A descriptive and exploratory research design was adopted, and primary data were collected from 80 working professionals through a structured questionnaire. Descriptive statistical tools were used for data analysis. The findings reveal that dermatologically tested claims enhance perceived safety, brand trust, and purchase intention among a majority of respondents. However, the study also identifies a gap between perceived understanding and actual comprehension of dermatological testing. The study concludes that while dermatological claims are effective marketing cues, transparent communication and consumer education are essential to ensure informed decision-making.

Keywords:

Dermatologically tested claims; Skincare products; Consumer perception; Trust; Purchase decision; Working professionals