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

Set of various cosmetics isolated on white background
SHARE
THIS



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.”

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine