How To Decipher The Advertising Hype
WE ARE BOMBARDED with ads and bloggers’ posts on social media about skin care. But how trustworthy are the marketeers’ claims? Is it real ‘science’ at work, and are the buzzwords being used realistically describing the effects of skincare products? Here we hope to help you understand what this language means and stop the wool being pulled over your eyes.
The phrases ‘clinically tested’ and ‘doctors recommend’ are often used to mislead you into thinking that the product has more credibility than it actually does.
‘Clinically tested’ could mean that the manufacturer called in a random group of 5 women to use the product for free for a month, and then asked them for their feedback. If the product leaves their skin feeling comfortable, they are hardly likely to criticise a ‘freebie’! This is interpreted into: ‘In a random study, 100% of users noticed a difference in their skin quality within a month’. You get the picture….
There’s nothing to say what the products were tested for. As for ‘Doctors recommend’, you don’t know what doctor recommended the product or whether the doctor is getting some sort of incentive for endorsement.
The term ‘Patented Technology’ doesn’t necessarily mean that something is ground-breaking or effective. This kind of language is used to convey superiority or innovation which their product might not necessarily have over its competitors.
‘Maximum strength’ is a term used often by skin cleansers and moisturisers. It is a relative term and this language entices you to make the purchase without really knowing what it is relevant to or how it accomplishes ‘maximum strength’ results.
‘Clinical strength’ From painkillers to hydrating serums, companies love to say their products have ‘clinical strength’ because the word clinical makes it sound more credible. You should be asking yourself, how come you can get a ‘clinical’ product without a prescription from a doctor?
‘For All Skin Types’ Not all skin is the same. There is no one size fits all in skin care; dry skin has completely different needs to combination or oily skin. If you have sensitive skin or an allergy, you should speak to your doctor about what products are best to use.
‘FDA Approved’ FDA (the US Food and Drug Administration) approval is not a credential that shows the superiority of a product. They just stipulate that the product being sold is safe to use in the manner in which it is directed to be used. The organisation does not develop or test products before approving them but just reviews the results of any testing done by manufacturers.
‘Anti-Ageing, Revitalizing, or Age Defying’ These terms are misleading, giving the perception of an unrealistic turning back of the clock. Ageing gracefully and maintaining a more youthful look has more to do with nutrition, exercise, and rest.
‘Botanical’ An actual botanic is technically an ingredient that comes from a plant. Used in advertising, it can refer to something synthetic which acts similar to a plant-based ingredient. There are products that do contain genuine botanics, but there is often no evidence to back the claims made about their therapeutic properties.
‘Instant Results’ Instant results are not the same as long-term results. In other words, a moisturiser may have a quick-acting firming effect, but after a few hours requires re-application. There is likely to be no long-term, lasting benefits for your skin.
‘Firming’ This is a claim that can only be based on subjective consumer perception rather than it being proven to make skin look tauter – there is no objective way to measure skin firmness.
Armed with all these facts, we hope to have given you a bit more consumer power when it comes to buying the best products for your skin. Once you find something that suits your own skin, doesn’t break the bank and that you enjoy using, stick with it and don’t be sold on another new product that may well not do ‘what it says on the tin’.
#MADEINFITNESS
