Cosmetic slogans - bad...

More marketing than science, today we resume the series of posts in which we dismantle words that say nothing in the world of creampies.

The first in the series was " Cosmetic advertising or... words that are worthless " and the second , more focused on greenwashing. In today's post we focus on 5 slogans that, today, you can find at the bus stop. The hate begins...

"Penetrates to the deepest layers of the skin"

💭 You think: how cool that compared to creams that only stay at the door, this product promises to penetrate deep inside (mmmm) until it reaches my DNA like a radioactive spider bite

❌ But what it really means is: ANYTHING. Cosmetics, by definition and law, are designed to act on the most superficial layers of the skin (the epidermis). If you go deeper, we are already talking about medications and medical prescriptions (or plastic surgery interventions). But come on, cosmetics is about superficiality, lightness... and that's great.

👌Un slogan menos sexy pero más acertado sería: esta crema actúa donde le toca; arriba del todo.

"Patented high technology"

💭 You think: this group has discovered the new penicillin with Coca-Cola and they have it protected so that no one steals it because of how chirripitiflautical it is.

❌ But what it really means is: They have been the first to arrive at the Patent and Trademark office or registry office. Being the first is synonymous with being the original; but it is not synonymous with good or effective or technologically more advanced than what already existed to date.

You can 'patent', that is, protect from plagiarism, many things: the name of the Kardashian children, a brand (e.g. Siwon), a logo... even a color so that anyone who wants to use it has to check out. before.

In that sense and under the appearance of 'science', many cosmetic brands patent compound names (e.g. REDUCTI-ARRUGUIL XXL), which are nothing more than the sum of already existing ingredients. As if they 'patented' the paella recipe. And the paella is tremendous, I'm not saying it's not... but it's not exactly high technology.

👌A less sexy but more accurate slogan would be: we made up a new name that sounds cool.

"High concentration of active ingredients"

💭 You think: they are giving me all the vitamin in a single shot and then that is going to work like Popeye's spinach

❌ But what it really means is: little eye In cosmetics this is about giving each skin what it needs. No more no less. Abusing is pure cosmetic gluttony. 'Overdoing' certain active ingredients can cause:

A) Nothing or loss of your money. For example, no matter how much juice you drink, the body has a daily absorption limit for vitamin C and the rest comes out the same as it goes in.
B) Alterations of the skin barrier, irritations and movements due to exceeding the appropriate %

👌A less sexy but more accurate slogan would be: this cream carries the relevant percentages for the function sought and the type of person it is intended for.

"Chemical free"

💭 You think: if they take away chemistry, then chemistry = bad thing

❌ But what it really means is: ANYTHING. It's chemophobia that they want to put in your body. The chemistry works. Chemistry is your friend. It's all chemistry. Water, your body, any alteration you subject an ingredient to (e.g. boiling an egg)… It's all chemistry.

Do you want a chemical-free moisturizer? – take a can full of air and put a sticker on it. Ah! Wait! No! that the boat and the air is also a chemical compound!

Also, ask yourself... if someone defines themselves by what they are NOT or DO NOT have... what is it that they really IS?

It's like if you ask someone 'do you like me?' And he answers... 'I can tell you that I do NOT like broccoli'... Wtf...

In cosmetics, chemistry is necessary, safe and effective... or it is not. It wouldn't last long, nor would it be good, nor profitable... a business that consisted of selling harmful chemical creams that kill/poison/negatively affect your customers. It would have a very low recurrence, horrible satisfaction, hate on social networks, complaints, lawsuits... If you think about it coldly, even if you are a mad scientist or a capitalist demon, there is no incentive to do 'bad' chemistry (contrary to the opinion that the naturnazis want to put in you)

👌A less sexy but more accurate slogan would be: we make products with chemical origin and processes everyone.

Once again, we don't expect to get you any more involved than you already are. Just give you tricks and tools to separate the wheat from the chaff. And so they don't tell you stories...

The next time you are walking and see a sign that announces: New saving ingredient? New thing that no one has ever done before? A naturnazi who scares you by saying that everything you put on your skin is 💩?

Ok... but my dear Rosalía, lower the hype... and let them explain it to you well because you no longer fall for basic deceptions.

PS: This week's post is sponsored by our pro-aging gel WowYoung. Pure retinol at the relevant percentage (0.3%), peptides for a synergistic effect with retinol and soothing and moisturizing active ingredients for a formula designed for those who are entering the world of creams for the first time, but who want visible results. Full chemistry, that's what works 🧑‍🔬