In this festive season, consumer activity reaches
its peak. Marketing campaigns come up with new attractive offers to impress
customers. Insofar as these campaigns help consumers make informed decision,
these are useful. However, when the marketeers go beyond that, and make
confusing claims, it could leave the customers vulnerable to unfair practices. We
have seen more and more marketing campaigns, especially relating to the
cosmetic and beauty products, that tend to make unrealistic claims in order to
influence customers’ choices.
You might come across a beautiful
lady announcing arrival of a “miracle” serum that is “clinically proven” to
reduce wrinkles and lines. Many of such claims seem practically
outrageous—after all, can something in a bottle actually make you look ten
years younger? According to a survey
published in Journal of Global Fashion and Marketing, only 18 percent of all
claims made in commercials for cosmetics prove to be trustworthy.
Same survey completed a content
analysis of advertising claims, looking at the following types: superiority,
such as "award-winning product;" scientific, like "clinically
proven;" stand-alone performance ("your skin feels softer");
endorsement, such as "dermatologists recommend this;" and subjective,
like "all you need for a day of confidence." Similarly, they
classified each ad's claim as vague/ambiguous ("inspired by
science"), an omission, a false/outright lie, or as acceptable.
Despite the variation of categories
and claims, only 18 percent of the 757 claims reviewed actually stood up to
their advertised features. Makeup ads made most of the claims in the beauty
industry—294 of them. For other classifications, researchers found that almost
half of the brands reviewed actually make false scientific or subjective
claims.
All of this suggests that even
though the FDA monitors the cosmetics industry, they can only guarantee that
the beauty products are safe. It's really up to consumers to determine
whether the ingredients in that bottle will solve their skincare woes. Be wary
of any miracle products that don't have a scientific study or unaffiliated
doctor specifically backing up its claims.
Consumers
need to be cautious of weasel words – that appear substantial upon first look
but disintegrate into hollow meaninglessness on closer look. Commonly used
weasel words include "helps" (the champion
weasel); "like" (used in a comparative sense); "virtual" or
"virtually"; "acts" or "works"; "can
be"; "up to"; "as much as"; "refreshes";
"comforts"; "tackles"; "fights"; "the feel
of"; "the look of"; "looks like";
"fortified"; "enriched"; and "strengthened."
Many companies are coming up with “new scientific
research” backing an “amazing wrinkle-repairer” formulation; the new
ingredients are too new to make sense even to experienced cosmetologists. Many
scientific studies do not find place in reputed scientific journals; they just
vaguely refer to an unknown study group.
The best bet for the consumer is therefore to read the ingredients on
the label and assess the suitability of the product.
We at the Herbally Radiant always print ingredients
on the labels of the products to enable the customers to learn about their
properties and their effect on the skin.
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