most "scientific" beauty product claims are bogus, study finds - skin care equipment

We 've all seen beauty claims in magazines that promise to give us "better skin" in just two weeks, or "significantly reduce the appearance of fine lines and wrinkles ".
But many women are not convinced.
A new study found that less than one of the five such claims was considered true by a group of readers ---
Advertising that describes the benefits in scientific language is less convincing.
Researchers at Valdosta State University in Georgia and the University of NE
Lincoln analyzed 289 make-up, hair care, perfume and skincare ads from seven fashion magazines including fashion, Mary Claire and charm in April 2013.
Popular news Shanahan has released a video of a large-scale drug explosion military housing survey: Ortiz Shooting Update claims are divided into recognized claims such as "clinical proof" and "dermatologist recommendation.
"Three female judges with different levels of knowledge of the cosmetics industry divided these statements into four categories: complete lying, omission, ambiguity or acceptance.
The results show that only 18% of all claims are considered acceptable.
Of the scientific claims, 86% were considered ambiguous (
Omitted important information)or false.
"In the past 30 years, one of the basic beliefs of advertisers is that women are more emotional, so whatever we write, it should be sensitive and emotional . " Assistant professor of marketing at Valdosta University told CBS News.
"But today's consumers are more cynical, so it may not work either.
The researchers found that most of the statements about product advantages, including phrases such as "rewards --
Statements about performance such as "award winning products" and "your skin feels softer" are considered wrong, while most recognition statements are considered acceptable.
The study is published in the journal Global Fashion Marketing: The bridge between fashion and marketing.
The Food and Drug Administration only regulates the physical safety of cosmetics, but does not regulate the authenticity and exaggeration of its advertising.
The researchers say cheating undermines the credibility of the entire ad by allowing consumers to defend and distrust the claim.
In the past, according to Fowler, only 17% of consumers trust the cosmetics industry.
"It shows that if we don't change our approach, it can damage the future impression of the brand," she said . ".