Cosmetic products can be quite diverse and the way they are marketed can be very different as well. Cosmetic testing can allow cosmetic companies to highlight their product’s strengths compared to others.  To be able to achieve that, a cosmetic test needs to be carefully designed to meet its purpose. The main types of studies to obtain evidence of product efficacy are: consumer studies, which involve subject self-assessments; tests involving expert grading or clinical assessment; objective instrumental measurements; in-vitro studies. Generally, a combination of subjective and objective assessment in the study design will be a good way of obtaining valuable supporting evidence. If cosmetic testing is part of your strategy, discuss with your research service provider about efficacy studies that are purposely designed to suit your needs, you specific product and potential claim.