The Majority Of Claims On Cosmetic Ads Are Crap, Says New Research

Set of various cosmetics isolated on white background

Many ads for cosmetic brands contain some form of statement on the ad, such as ‘scientifically proven’, ‘award-winning’ and ‘miracle’, however new research suggests 82 per cent of these claims are pure rubbish.

The study comes from the Journal of Global Fashion Marketing: Bridging Fashion and Marketing, entitled Deception in cosmetics advertising: Examining cosmetics advertising claims in fashion magazine ads. It was authored by Jie G. Fowler, Timothy H. Reisenwitz and Les Carlson.

The research looked at a total of 757 ads for cosmectic products in well-known global magazines such as marie claire, Vogue, Harper’s Bazaar and Elle.

It focused on six specific claims many of them make; superiority claims such as ‘award-winning product’, scientific claims ‘clinically proven’, stand-alone performance claim like ‘your skin feels softer’, endorsement claim such as ‘recommended by dermatologists’, environmental claim like ‘no animal testing’ and subjective claims ‘visibly clearer skin’.

Of the total 757 products looked at within the six categories, only 136 (18 per cent) of them were deemed acceptable.

Some 316 were considered too vague, 130 had omissions from the claims that would have made them testable for truthfulness, and 175 were just outrightly false.

The research however found that many consumers are already well aware of the potentially false claims on beauty product ads, which leads to consumers already feeling defensive about the glossy ads when they see them.

For advertisers, the authors suggested the need to tackle “distrustful consumers” in the marketplace. One way proposed was to use more of the endorsement claims which appeared to be the most positively associated claim on beauty products. For example, using claims such as ‘recommended by dermatologists’ – of course, provided that the product actually is recommended.

“Deception not only undermines the credibility of advertising as a whole by making consumers defensive, but also produces damaging effects for the advertisers who are directly responsible for making the claims,” the authors note in the conclusion.

“The study makes it clear that marketers have a powerful self-interest in upholding the truth in cosmetics advertising.”




Latest News

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]

MKTG Launches PR & Talent Division Realigning Business Structure
  • Marketing

MKTG Launches PR & Talent Division Realigning Business Structure

Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]