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 attribut...