Claims have become a vital part of how brands communicate their benefits, results, and promises to consumers. But just how influential are claims to what consumers are buying, using, and seeking out? The Benchmarking Company asked over 5,800 US female and male beauty and personal care consumers to share their thoughts on claims, specifically ones derived from women, or men like them. Click on the link below on to find out which types of claims matter, the products benefiting most from claims, and more.