Makeup advertisements are supposed to be alluring. They are designed to give the consumer the impression that they will become just as beautiful as the people they see on the screen. This is where lighting angles and clever wording becomes important in the commercial or the magazine ad.
Because of this, it is not surprising that many advertisements are not telling the truth about what their products can do. As a matter of fact, a new study published in the Journal of Global Fashion Marketing found that fewer than 20 percent of all claims made in cosmetics advertisements are actually true.
Researchers reviewed more than 275 advertisements in popular fashion magazines, including Vogue, Glamour and Marie Claire that featured makeup products, nail polishes and fragrances that included phrases such as “clinically proven” or “dermatologically tested.”
They found that after testing the statements made, a majority of the claims made did not exactly add up. Essentially, the claims could not be scientifically proven or verifiable. 14 percent of the claims were determined to be untrustworthy, and only 18 percent were deemed to be acceptable.
Cosmetics manufacturers are prohibited from using slogans, statements and calculations that could mislead consumers about what a product may do. If this occurs, the manufacturer could be held liable. This is especially important if a consumer is injured or sickened when using the product.
In the meantime, it does not appear that cosmetics manufacturers are going to be changing the way they advertise anytime soon.
The preceding is not legal advice.