Cosmetic slogans - bad...

More marketing than science, today we resume the series of posts in which we debunk words that mean nothing in the world of creams.

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're focusing on 5 slogans you can still find at bus stops. Here comes the hate...

"It penetrates to the deepest layers of the skin"

💭 You think: How cool that, unlike creams that just 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: NOTHING. Cosmetics, by definition and law, are designed to act on the outermost layers of the skin (the epidermis). If you go deeper, we're talking about medications and prescriptions (or plastic surgery procedures). But let's be clear, cosmetics are about superficiality, about lightness… and that's great.

👌A less sexy but more accurate slogan would be: This cream works where it needs to; right at the top.

"Patented high technology"

💭 You think: This group has discovered the new penicillin with Coca-Cola and they have it protected so that nobody steals it because of how ridiculously expensive it is.

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

Many things can be 'patented', that is, protected from plagiarism: the names of children of the Kardashian, a brand (e.g., Siwon), a logo… even a color so that anyone who wants to use it has to pay first.

In that sense, and under the guise of 'science,' many cosmetic brands patent compound names (e.g., REDUCTI-ARRUGUIL XXL), which are nothing more than the sum of existing ingredients. It's like 'patenting' the paella recipe. And paella is delicious, I won't deny it… but it's hardly high technology.

👌A less sexy but more accurate slogan would be: We've come up with a new name that sounds cool.

"High concentration of active ingredients"

💭 You think: They're giving me all the vitamins in one shot, so that's going to work like Popeye's spinach.

❌ But what it really means is: Pay attention. In cosmetics, it's all about giving each skin type what it needs. Nothing more, nothing less.Overdoing it is pure cosmetic gluttony. 'Too much' of certain active ingredients can cause:

A) Nothing, or you'll lose your money. For example, no matter how much juice you drink, the body has a daily absorption limit for vitamin C, and the rest is excreted just as quickly as it's taken in.
B) Alterations of the skin barrier, irritations and reactions caused by exceeding the appropriate percentages

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

"Chemical-free"

💭 You think: If you take away the chemistry, then chemistry = something bad

❌ But what it really means is: NOTHING. It's chemophobia they're trying to instill in you. 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)... Everything is chemistry.

Want a chemical-free moisturizer? – Grab a bottle full of air and slap a sticker on it. Oh! Wait! No! The bottle and the air are also chemical compounds!

Furthermore, ask yourself… if someone is defined by what they are NOT or do NOT have… what are they really?

It's like asking someone, "Do you like me?" and they reply, "I can tell you I DON'T like broccoli"... Wtf...

In cosmetics, chemistry is either necessary, safe, and effective… or it isn't. A business that consisted of selling harmful chemical creams that kill/poison/negatively affect your customers wouldn't last long, nor would it be good or profitable. It would have extremely low repeat business, terrible customer satisfaction, tons of hate on social media, complaints, lawsuits… If you think about it rationally, even if you're a mad scientist or a capitalist demon, there's no incentive to make 'bad' chemistry (contrary to the opinion the "naturalists" want you to believe).

👌A less sexy but more accurate slogan would be: We make products with chemical origins and processes like everyone else.

Once again, we don't intend to confuse you any more than you already are. We just want to give you tips and tools to separate the wheat from the chaff. And so you don't get fooled...

The next time you're walking along and see a sign advertising: New savior ingredient? Something new that no one has ever done before? A naturnazi trying to scare you by saying that everything you put on your skin is 💩?

Okay… but my goodness Rosalía, tone down the hype… and have them explain it to you properly because you're not falling for basic tricks anymore.

P.S: This week's post is sponsored by our pro-aging gel WOYOUNG. Pure retinol at the relevant percentage (0.3%), peptides for a synergistic effect with retinol and calming and moisturizing actives for a formula designed for those who are entering the world of creams for the first time, but who want visible results.Chemistry at its best, that's what works 🧑‍🔬