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 recognition” – the entire world associates these positive values with Switzerland. Swissness is a big trend and many cosmetics manufacturers use this designation of origin as a sustainable positioning and profiling strategy on the intensely competitive world markets. But what has to be considered when labelling a product with a symbol that refers to Switzerland?