With Collagen Bio-Spheres & Boswelox
Manufacturer: Loreal |
The add above says “The formula contains collagen biospheres, which can inflate up to nine times their volume on contact with moisture at the skin’s surface. The product helps to fill in wrinkle furrows... target hollow areas and plump up and smooth the appearance of the surface of skin.”
Collagen, the protein responsible for keeping skin tight and wrinkle-free, deteriorates as we age. L’Oréal claims that dehydrated collagen in the product – the biospheres – fills in wrinkles. However, collagen in a cream does not penetrate deep into the skin to have an effect and the biospheres may simply hydrate the skin’s top layer, improving the appearance of wrinkles as the skin swells with water.
How has the add tried to use jargon to make its product more appealing. Hint, what is a biosphere? Not sure what it has to do with skin.
Does the word biosphere sound more user friendly?
What do you think of when you hear the word "bio"?
What is a hydrating agent and what is its purpose in skin formulations?
Consider the claim form the add below."In 3 weeks, 46% saw fewer forehead wrinkles and 54% saw fewer lines around the eyes."
what questions can you ask about such claims?
The claim makes it sound as though 100% of the women surveyed had positive results? Is this true, well 46% + 54% =100% right? Can this be considered misleading? Explain.
Plump up your skin and help define skin contours for a more youthful look.
Loss of skin contour definition can age you, just as wrinkles can.
Collagen Skin Re-Modeller is specifically designed for women aged 35+, wanting to combat loss of skin contour definition.
The L'Oréal Paris laboratories have created Collagen Skin Re-Modeller.
It infuses the skin with active Pro Collagen and helps to define the skin's surface, making it look smoother and younger.
Formulated with SPF15 it helps protect against the signs of premature skin ageing.
Until you want to permanently remodel your skin, there's Collagen Skin Re-Modeller.
Proven effectiveness: Skin is plumper.
Skin looks more defined.
What is SPF15?
How does it make you feel reading that this product has SPF15?
Does the add state how this SPF15 helps protect against premature aging of the skin?
How does the add use the words collagen to give the impression that collagen is the active ingredient that repairs aged skin.?
Does the add make any claims that the product can repair damaged skin? Does it imply that it can repair damaged skin to make it look younger and smoother?
The add states "Proven effectiveness. Skin is plumper" but is a plump skin what buyers want?
Explain how this add can be thought of as misleading?
The advert states "proven effectiveness" . What should we as consumers be asking right about now?
Directions for use:
**Apply 4-5 pumps (depending on the length of your hair) to towel-dried hair.
**Leave for 5 minutes.
**Rinse well. For best hair restructuring results, use BC Bonacure Collagen Therapy on hair pre-treated with BC Bonacure Enzyme Extract Treatment.
Research the structure of hair.
Is the hair fibre living?
Can it produce or deposit collagen from the formulation?
Can the hair fibre be strengthened according to the advert?
A class action lawsuit on behalf of consumers against Procter and Gamble alleges the company deceptively promoted Pantene Pro-V hair products by falsely representing that they strengthen hair.
The complaint states that Procter and Gamble falsely claimed in both labeling and advertising that Pantene Pro-V Hair products give hair 99% more strength and/or make hair 10 times stronger, when in fact they do not strengthen hair in any consumer-perceptible amount.
Often companies can get away with false and outrageous claims because the consumer either doesn't care or they can not notice the difference and instead take the word of the advertiser.
Cosmetics companies are always trying to get an edge on the competition. One way is to make claims such as those made by: Fructis which claims to make your hair 5 times stronger;
Pantene which says it undoes 2 years of damage in just one month;
Redken which says their Deep Fuel conditioner lasts through 5 to 8 shampoos.
Are these claims true? Well, who can tell. This is where the edge is gained over the opposition, you have to say something to get the attention of the consumer.
The 5 times stronger claim is a good example. You may use Fructis and be very happy with the way your hair feels, but is it making your hair 5 times stronger? Who can tell. The consumer can’t really tell that kind of difference and maybe that isn't important to them as long as they like the product.
The Redken conditioner claim is also a good trick of advertising. Effective conditioners leave a lubricating film on the hair. This film makes the hair fiber feel smooth. However the conditioner is removed every time you wash your hair. No conditioner leaves an effective film on the hair through successive shampooing. The key word is "effective" because all conditioners can leave a residue on the hair that is hard to wash out completely but is this residual amount effective?
Does that mean Redken’s claim isn’t true? No it is absolutely true. They claim that Deep Fuel lasts through 8 shampoos. They don’t say how effective it is on the 8th washing. So all they have to prove is that some of the conditioner is still on your hair after 8 washes, they don’t have to prove that it’s effective for that long. That’s a big difference! However, realise that this does not make the product bad, it is a perfectly good conditioner the consumer must not buy it thinking it will provide long lasting treatment.
Select an advertisement and outline the bad science or the claims that are not backed up by evidence.
How is this product made to appeal to consumers? Either packaging, words used, such as "intensive care", or the claims that it makes.
Is it targeted to a specific age group? How can you tell?
Outline the bad science asscociated with some or all of the claims made by the advertisers?
What does the bottle claim to contain?
"Nourish your complexion" is what the advert says. This implies that nutrients are present that can be absorbed and used by the skin. Vitamin C protein complex is what the bottle is said to contain.
Can these substances be absorbed through the skin and used by living cells as a nutrient source?
What is protein?
Can proteins be absorbed through the skin?
What is the association between amino acids and protein?
Although the caption on the label states "Nourish you complexion" does the packaging claim to nourish the skin?
What does the label of Radiant Skin claim to do to skin? Is this false advertising?
What is the real function of any protein placed in cosmetic creams? Hint consider the term hydrating agent.
