Product Sensory Evaluation for Claim Support - Sensory Spectrum

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Types of <strong>Claim</strong>s • Guarantees – Must be true and supported – Must comply with local law regarding disclosures – Guarantees are in the name of the brand itself and not directly on behalf of the Company. • Questions can be claims – e.g. Does your product keep your underarms dry • Insights can be claims – e.g. Did you know – when you have a bad shave......
Types of <strong>Claim</strong>s • Puffery – Applies to only those statements so obviously an exaggeration that consumers won’t interpret as a literal statement of fact.
Page 1 and 2: Product Sensory Evaluation for Clai
Page 4 and 5: What is a Claim • Claim: Any comm
Page 6 and 7: Where Do Claims Exist • Advertisi
Page 8: Types of Claims • Monadic Claims
Page 12 and 13: Types of Claims • “New” and
Page 14: Types of Claims • Testimonials an
Page 17 and 18: Types of Claims • Ingredient Clai
Page 19: •Drug Claim •Celebrity Endorsem
Page 24 and 25: Legal and Regulatory Requirements
Page 26 and 27: Where Does the Substantiation Data
Page 28 and 29: Advertising Review Agencies • Uni
Page 30 and 31: The Sensory Clinical Claims Substan
Page 32 and 33: Claims Substantiation • In many c
Page 34 and 35: Claims Strategy In Vitro Laboratory
Page 36 and 37: Understanding the Desired Sensory E
Page 38 and 39: Signals and Sensations Associated W
Page 40 and 41: Translation of consumer desires int
Page 42 and 43: Example: Descriptive Analysis 4 3.5
Page 44 and 45: The Sensory Clinical Claims Substan
Page 46: Thank You!

Product Sensory Evaluation for Claim Support - Sensory Spectrum

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