WARNING: Beware of cosmetic ads

A study in the Journal of Global Fashion Marketing demonstrates that consumers ought to be wary of claims made in cosmetic ads.

Timothy Reisenwitzm, Jie G. Fowler, and Les Carson analyzed close to 300 full-page cosmetics ads from the April 2013 issues of seven fashion publications including Glamour and Vogue. The ads studied encompassed a broad range of product categories, from facial skincare and make-up to fragrance and nail products.

The researchers categorized the claims as"environmental," "endorsement," or "scientific." The judges then classified each claim as falling into one of four categories of truthfulness: "outright lie," "omission," "vague," or "acceptable."

Only 18% of all claims made by the cosmetics companies were deemed "acceptable." However, just 14% of claims scientific in nature were regarded as acceptable, as opposed to 50% of those made about a product's environmental attributes.

This shows just how cautious consumers have to be when looking at ads that make lofty promises. Don't be led astray by advertisements promising you perfect skin overnight. If it sounds too good to be true, it probably is!

Regardless, studies notwithstanding, most of us have learned to be distrustful of claims made in advertising messages. Is it any wonder so many marketers use well-known celebrities to pitch their products?

Have you ever fallen for the claims made in ads for beauty products? Did you later regret it?

Don't miss any of my previous posts! Please click How to Understand People for many more thought-provoking entries, including:

Comments

Do you have Isolophilia? Find out...

You're probably asking yourself, "What in the world does Isolophilia mean?" It sounds like it would be something negative, doesn't it? After all, words that end in "philia" (e.g., pedophilia) tend to involve things we want nothing to do with. But Isolophilia isn't something all people deplore. In fact, introverts like me welcome it. Put simply, Isolophilia is defined as having a strong affinity for solitude. It describes a person who relishes being alone. While extroverts can only take so much solitude, we introverts find that it rejuvenates us. In order to recharge our batteries, we need to retreat to a quiet environment where we we're left alone to rest and/or gather our thoughts. Extroverts, on the other hand, become bored and drained when they're alone for a lengthy period of time. Social interaction is the fuel that drives them. So while an extrovert would probably do anything to avoid feelings of Isolophilia in most cases, an...

No response from someone IS a response

Make no mistake about it: When you don't get a response from someone -- whether they fail to answer your texts or return your phone calls -- it is still a response, and a powerful one at that. When a person fails to respond, it's a direct reflection of their interest -- or lack thereof -- in the relationship. Few things are more aggravating than having to hound a partner, friend, or relative for some sort of reply after we've reached out to them. Yes, we get busy from time to time, but that doesn't give anyone the right to leave the other person hanging. A terse text with something like "Been busy, will reach out soon" doesn't say much, but at least it shows some effort to bring the other person up to speed on why they've fallen off the radar. Failing to provide a response for weeks -- if not months -- communicates that you are just not a priority, and that you'll have to wait your turn to get this individual's attention. This is n...

An important note to women about men and attraction

I was raised by my mom, grandma, and two older sisters. Growing up, never did I ever take any interest in the girls at school who tended toward exposing more skin. I always treated them as I would my female family members -- with the utmost courtesy and respect. And anytime I suspected that a male friend or acquaintance of mine adopted a hump-and-dump attitude toward women, I nixed them from my life. I held men who treated women as objects in very low regard, and still do to this day. If women feel empowered to show off their bodies because they love and work hard on their physique, more power to them. In other words, if they're doing it to please THEMSELVES and no one else, good for them. However, those who do it specifically to curry men's favor are making a big mistake. It sends the wrong signals and actually makes it less likely that a man will want to stick around for a committed relationship (if that's what you want as anyway). Granted, if you're not lookin...

Search This Blog