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

Advertising Standards Bureau college humour Odysseus Publishing

Latest News

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]

How To Align A Marketing Strategy With Customers’ Shifting Perspectives
  • Opinion

How To Align A Marketing Strategy With Customers’ Shifting Perspectives

In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]

Opinion

by B&T Magazine

B&T Magazine
Woolies’ Retail Media Business Cartology Announces New Appointments
  • Advertising

Woolies’ Retail Media Business Cartology Announces New Appointments

Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
  • Media

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union

CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]

GoDaddy Wins Gold As Official Partner For Australian Olympic Team
  • Technology

GoDaddy Wins Gold As Official Partner For Australian Olympic Team

GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games.  GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
  • Marketing

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program

MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.

Woman hand using mobile phone and laptop, Worldwide connection technology interface.
  • Technology

DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk

DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]

Seven Reveals Revenues Up 45% In Q4
  • Media

Seven Reveals Revenues Up 45% In Q4

Seven West Media releases Q4 update. Yet, no mention of Ben Roberts-Smith or James Warburton's gold-plated toilet seat.

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]