Even in the age of influencer marketing, stats are still a huge part of marketing for skincare and beauty brands across the globe.
A recent ruling by the South African Advertising Regulatory Board (ARB) underscores just how critical verified data is in the highly competitive skincare industry. The case, involving skincare giants L’Oréal South Africa and Beiersdorf’s Eucerin, highlights this reality: in a market where brands are competing for credibility as much as consumer spend, every claim must be backed by evidence that can withstand scrutiny.
The dispute centred on Eucerin’s use of the “number 1 dermatologist-recommended skincare brand in South Africa” claim across campaigns running between November 2025 and February 2026. L’Oréal challenged the four claims in multiple skincare categories; even tone, acne-prone skin, and sun protection , arguing they were misleading and not sufficiently substantiated. At the core of their objection was the allegation that Beiersdorf relied on an unverified October 2025 survey.
L’Oréal added that Beiersdorf used an unverified survey from October 2025 but failed to provide proof along with failing to submit their own “newer research” which was meant to show different leaders in the market.
In response, Beiersdorf submitted a detailed market study conducted by global research agency Mindline. The research, which surveyed 152 dermatologists across South Africa, included an independent expert review and was accredited by the South African Marketing Research Association. Due to its commercially sensitive nature, the data was reviewed confidentially by the ARB, covering both overall brand recommendations and category-specific concerns such as pigmentation, acne, and sun care.
Ultimately, the ARB dismissed the challenge, ruling that the data was sufficiently current and robust to substantiate Eucerin’s claims during the campaign period.
Beyond the outcome, the case reveals something more significant about the state of beauty marketing. Even when brands rely on credible, statistically sound research, differing methodologies can produce competing “number one” claims; especially in tightly contested categories like skincare. In other words, data may be king, but not all data tells the same story.
This is where the real shift is happening. As consumers become more informed and regulatory bodies more stringent, the burden on brands will now be having data that is verifiable and contextually sound.
And in a market as lucrative as South Africa’s, with the skincare sector alone estimated at R17.1 trillion in 2026 and projected to reach approximately R23.9 trillion by 2031; the stakes couldn’t be higher. There are new markers for market leadership and we’re most likely to see more of similar disputes. The brands that will win are the ones who can prove and defend their data.
