Posted 30 May 2016
This article was posted to Time Magazine in July 2015, but still have relevance.
New study reveals how many ads for cosmetics are inaccurate or false
Only 18% of all claims made in commercials for cosmetics are generally trustworthy, according to new research released Monday.
Cosmetics firms often use advertising verbiage like “clinically proven” or “inspired by groundbreaking DNA research.” But researchers combed through these claims and found that the majority were vague and many are outright lies, according to a new study published in the Journal of Global Fashion Marketing.
The researchers assessed 289 cosmetic ads, including ads for products like make-up, skincare and fragrance, featured in magazines like Vogue and Marie Claire. They then separated the various claims into different categories, including environmental claims, endorsement claims and scientific claims. The researchers rated them as “acceptable,” “vague,” “omission” or “outright lie.”
The study authors conclude that claims of “well-being and happiness” are usually not substantiated. “Those who back the claims with scientific evidence and consumer testing often use questionable methodologies for their substantiation,” the authors wrote.
Deception in cosmetics advertising: Examining cosmetics advertising claims in fashion magazine ads
- DOI: 10.1080/20932685.2015.1032319
Jie G. Fowler, Timothy H. Reisenwitz & Les Carlson
Journal of Global Fashion Marketing: Bridging Fashion and Marketing
Volume 6, Issue 3, 2015 pages 194-206