tech
How cosmetic ads deceive us
You stand in front of a shelf looking at creams that promise 'regeneration at the cellular level,' 'clinically proven results,' or 'dermatologically tested formula.' Everything sounds serious, professional, and almost medical. Added to this are mysterious names like peptides, bakuchiol, squalene, niacinamide, retinol, various acids, complexes, and acronyms that sound like they came straight from a laboratory.
TL;DR
- The cosmetic industry uses 'science-washing' to make products appear scientifically advanced and trustworthy.
- This marketing tactic is similar to 'greenwashing,' aiming to increase sales by leveraging consumer faith in science and ecology.
- Key reasons for this strategy include consumer belief in science, the difficulty of verifying claims, intense competition, and the exaggeration of real scientific findings.
- Real scientific connections are often overstated; early lab results or small studies are presented as guaranteed effects.
- Terms like 'dermatologically tested' and 'clinically proven' are not always strictly defined and are used broadly by marketing.
- The gap between slow, cautious science and fast, bold marketing leads to claims that sound convincing but may not reflect the full truth.
- Consumers may end up paying for effective marketing and packaging rather than truly scientifically validated products.