Consumer Verification for Product Claims

World’s Purest Wipes for Sensitive Skin^*

^{*Visit waterwipes.com/claims-verification for claims comparison verification.}

Substantiation

To substantiate the claim “World’s Purest Wipes for Sensitive Skin” several aspects were investigated. To achieve a holistic view, a global assessment of the skin cleansing wipes on the market and their respective ingredients over the last decade was researched and documented. 

In relation to wipes, ‘purest’ can be said to be purer than any other baby wipe globally available, when greater purity relates to: 

1. a higher percentage of water present in a product; and
2. a lower number of ingredients. 

The wipe products suitability ‘for sensitive skin’ was also analysed, by considering product information relating to ‘sensitive’ as part of: 

• Product name 
• Product description 
• Product positioning claims 
• Product on pack claims 

From this, a set of criteria were devised for determining whether a product could be justified for the world’s purest wipes for sensitive skin. 

Inclusion criteria

• The product’s primary function must be to clean skin.
• The product must be classified as a cosmetic product (i.e., the wipes should not be medicated nor considered as a medical device product) and be compliant with the regulations of the country/countries it is being sold in.
• The product must have a complete ingredient list. 

Assessment Parameters

• Where information was available, all wipe products present for sale or launched in any country worldwide within the previous 10+ years were included. 
• The number and type of ingredients in each product were counted and analysed.
• The percentage of water was determined as well as any available additional information on the purity of the water.

Definition of Purest

In relation to baby wipes, WaterWipes define ‘purest’ comparatively as, purer than any other baby wipe available for sale in any country worldwide, whereby purity is defined as a combination of the least number of ingredients (other than pure water) and the highest percentage of water present.

Therefore, to be the World’s Purest Wipes the wipes must:

1.           Be compared to baby wipes in all markets worldwide.

2.           Have the least number of ingredients.

3.           Have the highest percentage of water.

Definition of Sensitive Skin

Sensitive skin is a condition of subjective cutaneous hyper-reactivity to environmental factors¹.  Objective signs are typically absent, but occasionally erythema², dryness or rash are described, as well as more intense inflammatory responses³.  The signs and symptoms associated with sensitive skin have been reported to occur in association with possible triggers like weather conditions, air conditioning, cleaning products, personal care products, and clothing². Babies who can be prone to diaper/nappy rash can be described as having sensitive skin as they often experience erythema and dryness due to the diaper/nappy environment and contact with urine and faeces. Their skin integrity can be compromised leading to the characteristics of sensitive skin. It is estimated that 71% of adults self-identify as having sensitive skin, meaning it is crucial to ensure products are suitable for sensitive skin. As such, it is often recommended that gentle ingredients and formulas are used by those with sensitive skin.

Analysing the Data

Mintel Global New Product Development monitors consumer packaged goods in more than 80 countries, with more than 40,000+ products added monthly. The GNPD database was used to analyse wipes launched within the last 10+ years in 85 countries worldwide. This database provides specific product information such as Ingredient lists, brand, country of origin, country of sale, photographs of the products and a summary of the key information from the product packaging. 

Over 8000 wipe products being sold all over the world in the last 10+ years were analysed. The number and type of ingredients were analysed. 

Limitations 

There are more than 85 countries in the world.  However, these remaining countries have “developing” economies or economies in “transition” and have been excluded because there is no reliable data about baby wipes available in these countries. In fact, in many of these countries cross border commerce and indeed e-commerce likely means that products available in these countries are the same as those captured in the Mintel database. And so, the 85 countries analysed are highly representative of the entire world and the wipes available to purchase in all countries. 

Conclusion

Based on the evidence outlined it can be clearly concluded that the claim, “World’s Purest Wipes for Sensitive Skin” can be justified for the WaterWipes product range (Sensitive+ Newborn & Baby, Sensitive+ Toddler & Baby, Sensitive+ OTG, and Sensitive+ Body & Intimate).  This claim is based on a combination of containing 99.9% water and minimal ingredients. The WaterWipes range (Sensitive+ Newborn & Baby, Sensitive+ Toddler & Baby, Sensitive+ OTG, Sensitive+ Bathing and Sensitive+ Body & Intimate) contains 99.9% water and minimal ingredients therefore strengthening WaterWipes position on a global scale, as no other company has a similar range of products with the same level of purity that WaterWipes has achieved. 

References 

1. Berardesca E, Farage M, Maibach H. Sensitive skin: an overview. Int J Cosmet Sci. 2013 Feb;35(1):2-8. doi: 10.1111/j.1468-2494.2012.00754.x. Epub 2012 Sep 21. PMID: 22928591 
2. Saint-Martory, C., Roguedas-Contios, A.M., Sibaud, V., Degouy, A., Schmitt, A.M., Misery, L. Sensitive skin is not limited to the face. Br. J. Dermatol. 158, 130–133 (2008). 
3. Muizzuddin, N., Marenus, K.D. and Maes, D.H. Factors defining sensitive skin and its treatment. Am J Contact Dermat 9, 170–175 (1998).

PLANT BASED & PLASTIC FREE^†† WIPES

^††Claims does not refer to the fully product lifecycle nor packaging. Wipes made from regenerated cellulose. See waterwipes.com/claims-verification. 

Further Information 

The regenerated cellulose is derived from wood pulp, creating a wipe material that is plant-based.  Currently, our packaging is made from high-quality plastic to protect the integrity of our minimal-ingredient wipes until they reach your home. Please check local waste handling guidelines for proper disposal. 

2X STRONGER^†. thicker & softer

^†Material than previous WaterWipes

Further Information

The product claim “2X Stronger. Thicker & Softer Wipes” is substantiated through rigorous testing conducted by an independent third-party laboratory. This testing involves the use of mechanical instruments designed to measure specific attributes such as strength, thickness and softness of the wipes. 

To verify the claim, the laboratory performs a series of standardized tests. Tensile strength test was performed according to the ASTM D5034.  Thickness was evaluated using non-contact profilometry and softness was measured using indentation evaluations and comparing hardness and elastic modules and coefficient of friction measurements which provide information about surface glide. 

The tests were conducted on both the former wipe material and the new, improved wipe material for all products in the portfolio.  Each test is repeated multiple times to ensure accuracy and reliability.  The results are then averaged to provide a comprehensive comparison between the wipe materials.  This process confirms that the new wipes are indeed twice as strong, thicker and softer compared to the previous version. 

This thorough and transparent testing process ensures that consumers can trust the product claims, knowing they are backed by objective, scientific evidence.