Explaining the evidence

Many customers will likely have seen either dramatic before-and-after images or online influencer testimonials relating to the efficacy of collagen supplements, and so expect rapid or dramatic results from these products.

“Pharmacy staff should acknowledge this interest but suggest that that collagen is not a miracle ingredient and, where improvements might occur, they are generally modest and likely to develop over several months rather than weeks,” advises Dr Aslam.

Setting realistic expectations for customers in this way is important for maintaining their trust, and pharmacy staff can also explain that collagen is only one part of a much bigger picture of skin health.

“We know that skin ageing is influenced by a host of factors such as ultraviolet exposure, smoking, diet, sleep and hormones as well as genetics,” says Dr Aslam.

“Explaining this will help paint a more meaningful picture. Although several studies suggest that some supplements containing hydrolysed collagen peptides may benefit skin hydration and elasticity in certain individuals, these should be seen as part of a broader healthy ageing strategy rather than a standalone solution.”

As always, it is important to encourage customers to look beyond marketing claims and seek products supported by robust published, human clinical trials.

“Validated claims alongside transparent ingredient specifications have a greater likelihood of delivering more meaningful benefits than factors such as celebrity endorsements or social media trends,” says Nisa.

“Pharmacy teams play an important role in helping customers distinguish evidence-based products from exaggerated collagen marketing claims, as well as being seen as a reliable information resource in other supplement areas as well.”