In a recent poll, 9 out of 10 Allure editors agreed — beauty product claims can be pretty damn confusing. (And one person was out sick that day). Why all the linguistic gymnastics?
For starters, brands are incentivized to make their products sound like they work — just not work too well. “If a product claims to diagnose, cure, mitigate, treat, prevent disease. or affect the structure or function of the human body, then the Food and Drug Administration (FDA) considers it a drug,” explains cosmetic chemist Kelly Dobos. Cosmetics, on the other hand, can only make appearance claims.
A recent survey from the Benchmarking Company found that 76 percent of respondents said their trust in a brand increases when they see it has done third-party research. This info can usually be seen when a brand markets the product via email, ads, and social media. (Because beauty packaging doesn’t have much space, you’ll rarely find it there.)
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