Behind the Scenes of Communication in Cosmetic Testing
On April 1st, Etichub opened the doors of its laboratories to Veralab and a group of talents for a special event focused on the importance of accurate communication in cosmetics—starting with a deep understanding of what lies behind efficacy testing.
At Etichub, we believe that transparent and precise communication is only possible when there is a real grasp of the scientific processes behind the claims. That’s why we sat down with content creators who speak to a broad audience every day, showing them what makes a claim valid, what cosmetic regulations say, and how much scientific work underpins each test. In a sector where the technical effort often goes unnoticed, the goal of Etichub’s day with Veralab was to promote greater awareness through an experience far from conventional.
The day started with a theoretical session led by Etichub’s two co-founders, diving into the various types of tests and how to communicate them accurately. This session equipped participants with the tools to understand how scientific data becomes reliable, consumer-facing communication.
In the afternoon, we shifted into practical sessions with three interactive labs, giving talents the chance to become “technicians for a day” and experience the daily work we do to ensure the quality, safety, and efficacy of cosmetic products. The Labs:
• Effect vs Efficacy Lab: Participants observed how instrumental data is collected from real subjects, highlighting the difference between immediate visible effects and true efficacy as a lasting result. A unique opportunity to learn how differences are measured—and how to interpret those results.
• Measuring to Compare Lab: This lab focused on how accurate evaluations and strict protocols are essential for generating reliable scientific outcomes. Talents experienced how having a control zone is key to accurately comparing test data.
• From Data to Results Lab: Participants reviewed a real scientific report to understand how raw data is translated into actionable insights for companies—and ultimately, for consumers. They explored the structure of an efficacy test report and the communication that accompanies it.
This wasn’t just a visit—it was an immersive experience that offered a behind-the-scenes look into our cosmetic testing work. Each lab introduced participants to core testing concepts such as data acquisition systems, cutaneous bioengineering, 3D imaging, and short- and long-term testing protocols.
We’re proud to collaborate with brands like Veralab, a leading player in the Italian cosmetic market and a valued client, who understands the importance of recognizing the technical work behind testing and transparent communication.The exchange with the talents made the experience even more engaging, enriching their understanding of the science behind cosmetics and the value of communicating it properly. At Etichub, we remain committed to delivering the highest standards of quality and reliability in cosmetic efficacy studies—contributing to a more conscious and transparent dialogue between science, brands, and consumers.