Is your wrinkle cream really working? 4 in 5 beauty product claims untrue
There’s nothing more alluring to a beauty junkie than the promises made by a new product. With an ever growing array of creams, serums and gels all claiming to last longer and perform better than one another, is there any truth to beauty advertisements?
Perhaps not, according to a recent study published in the Journal of Global Fashion Marketing. The research found as many as 4 out of 5 claims made by beauty products can’t be substantiated and almost a quarter go as far as being ‘outright lies’!
Particularly, the study focused on the meaninglessness of the ‘science’ used to qualify the benefits of a product. Phrases like ‘clinically proven’, ‘recommended by Dermatologists’ and ‘scientifically tested’ may sound authoritative, but were so vague when investigated by the researchers they could rarely be regarded as truthful.
One of the professors involved in the study explains, “[Brands] need to explain how and why a lip gloss can last for 12 hours. The study makes it clear that marketers have a powerful self interest in upholding the truth in cosmetics advertising… more regulations need to be developed.”
The UK is however, one of the better regulated markets, with fierce competition meaning cosmetic companies regulate themselves and report competition they believe to be misleading customers. “It’s a huge embarrassment for companies to be found to be making misleading claims and it messes up their advertising campaigns, so they tend to be very careful and make sure they have the research backing it up.”
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