Cosmetic Claims: How Much of It Is In Your Head?

When you pick up a bottle of moisturizer or cleanser and read the label, you are likely analyzing ingredients and checking to see if the company’s claims match up with the things you want to see the most. Companies invest a lot of time and money to create solid messaging aimed at you, the potential buyer. So what is it that makes the difference? And although the label may sound convincing…do you really know what you’re buying?

Skin Inc takes a look at the claims skin care companies make about their products, and how this has evolved over the years. According to Chris Gummer, director of U.K. consultancy Cider Solutions Ltd., “Consumers hear the words they want to,” he says. “They don’t want to hear that a product only helps, they want it to work.”

If you don’t think this is true, ask yourself how often have you been influenced by advertisements that include smiling doctors in lab coats who endorse each claim. Sure, your skin is moisturized..but do you really see a difference in your wrinkles? How about your pores? There are plenty of products out there that truly do make a difference – but a big part of the difference you’re seeing just might be psychological.

Image: Newscom