With so many cosmetic products out there on the market, everyone has to use special design, marketing tactics and clever advertising to gain the consumer’s attention. Advertising claims have a decisive influence on the buying behaviour of consumers. To protect the consumer, there are laws on what claims are allowed to be made and what not.
“Exclusivity, quality, reliability, seriousness and international renown”. These are the positive values associated with Switzerland worldwide. Swissness is a huge trend and many cosmetics manufacturers are using this designation of origin as a sustainable positioning and image-boosting strategy on the most competitive global markets. The “Swissness” legislation strengthens the protection of the designation “Switzerland" and the Swiss Cross.
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