The claims made on cosmetic products must not be misleading to consumers nor should they imply the cosmetic product has a characteristic or function which it does not have.
Regulation (EU) No. 655/2013, and associated guidance were developed to provide further clarity on the criteria claims must meet to be considered acceptable under Regulation (EC) No. 1223/2009. These requirements apply not only to on-pack claims but to all advertising material, such as advertisements, promotional leaflets and posters and websites.
The six common criteria claims must meet in order to be considered acceptable are
as follows:

Claims - Cosmetic page 2
The common criteria are in place to ensure claims made on cosmetic products are not misleading to consumers. The common criteria should be applied from the perspective of a consumer who is reasonably well-informed. The RP must give consideration as to how a consumer would interpret the claim.