In this talk I will discuss the current state of the art in measuring the benefits of cosmetic products in clinical studies. I will discuss the latest advanced instrumentation being used to collect data to understand how skin behaves and responds to products and how advanced image analysis and AI supported processes are enhancing our ability to evaluate skin. I will also discuss the exciting opportunities brought by molecular biology, proteomics and lipidomics and how they can be routinely incorporated into clinical studies to reveal not only how skin is functioning, but also how products or the environment are altering the function at the molecular level. These new insights provide new targets for actives research, or new strategies for improving skin for consumer benefits. We are entering an exciting new age where we can prove in vivo the things that only previously could be demonstrated in cell culture models. I will try to illustrate why this presents such an exciting opportunity for our industry to develop the next generation of innovative products that will bring new consumer benefits.