Beauty Products: Does NEW Always Equal IMPROVED?
The fashion industry and auto manufacturers come out with new collections every year, so why shouldn"t all industries aim for endless evolution? Because "new" does not always mean "improved."One example: Foam overlays for mattresses, which add extra cushioning, were first produced in the 1970s. ҠSoon some company developed egg-crate foam overlays. ҠOther companies copied it and evolved the idea even furtherwith the three-zone mattress overlay. This used the egg-crate model but made the design "square" for the feet, "rounded" for the torso and "rippled" for the head. The theory that your feet define comfort any different from your head was, well, shaky at best. ҠBut consumers bought it. ҠThe three-zone mattress became a marketing home-run. ҠSo what did retailers want the next Ҡyear? ҠA five-zone mattress overlaywhich boasted new zones for the bottom of your leg and the back of your thighs. ҠOf course, the concept was ridiculous, and Im happy to report that consumers didnt buy it either. Ҡ
But in skincare, marketing lingo and sales ploys are often harder to spot. A lot of innovations are driven by marketing (not solid, scientific research). Some companies back up their claims with what amounts to voodoo science, some use gimmicks, still others employ outright lies. Unfortunately, the skincare industry is so large, its difficult for Federal Trade Commission (or any other industry or government watchdog) to monitor. ҠSo how do you know what you can believe? And how do you keep from ponying up hard-earned cash for a product that won"t live up to its claims?
*Understand the tricks played in before and after photos. For example, in shots where the mouth is cropped out of the photo (presumably so you focus on the wrinkles around the eyes), the subject may be smiling in the before picture and, in the "after," she"s wearing a straight face, so as not to induce wrinkling around the eye. Remember, if the photos look too good to be true, they probably are.
*Talk to your dermatologist and/or aesthetician before you buy. They read journals and attend trade shows, so they should be informed about the latest advances and can help you navigate which technologies are real innovationsand which are just weird science.
*In a department store, ask to speak with the Cosmetics Department Manager, and get her opinion on a new product. ҠShe sees a lot of brands (and returns!), so she"s better informed and more objective than the counter person. ҠIts also likely that she has worked in the store for a longer period of time, and has had better training.
*Before you buy a product, ask the retailer or website what their return policy is. And, most importantly, find out if they offer a satisfaction guarantee. Without it, you have to wonder why they aren"t standing behind their claims. I say, let that be a warning to you. For More Information Please Visit www.zoskinhealth.com/store
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