Frustrated by reviews that lure you to purchase what promises to be a skincare breakthrough, but turns out to be a jar of fairy dust? When deciphering a write-up, how do you know what's real and what's just marketing make believe? Well, read on because I'm about to put the blitz on the beauty industry's most misleading reviewing tactics.
Truth or Press Release.
You've read the review and are about to grease up the credit card. First, google the product to find other critiques. Are several articles using the same phrases as the one you just read? Ah-ha! Those probably aren't honest user reviews, they're press releases
disguised as user reviews. Press releases are marketing stories written by PR agencies and marketers. They are then distributed to beauty editors and bloggers to promote the product. If you're reading an analysis that sounds very similar to all the others, chances are the writer is just putting their spin on the press release. To know if the reviewer actually used the product, look for personal opinions and anecdotes.
Consider the Source.
Age, hormones, sun damage and daily skincare regimens all factor into how a product performs. Not all skincare critics give much information about themselves. Often times, there's a high probability the writer gushing over the anti-aging wrinkle cream is a sun-deprived, 24 year old with sci-fi genetics. Or the blogger boasting X exfoliating cleanser left their skin feeling softer and more moisturized didn't reveal that before they switched, they were using Dial soap and an SOS pad.
Time Matters.
How long did the person giving the review use the product? Some high-performance serums and creams take 30 days for the skin to adjust to the advanced ingredients and realize benefits. Due to production schedules, sometimes a reviewer only has 1-5 days to try a new skincare formula. In this amount of time, one can only determine if the fragrance is acceptable, how the formula feels on the skin and if there will be any type of adverse reaction.
Plants and Stars.
"Customer" comments appearing on
some (don't send me hate mail - I said
some, in italics and even underlined it) retailer websites can often be written by company employees. One skincare business I worked for habitually sent emails encouraging employees to go on websites and plant five star reviews to increase product sales. After talking with friends, those who worked for other beauty companies, toys and electronics, I found that this is a fairly common practice across the board.
Real reviews come from real people. Friends and bloggers can answer questions and reveal more about themselves and their beauty habits. Estheticians and sales associates that work with several brands are also good sources for product information. Since the best way to know if a product will work for you is to use the product yourself, shop wisely. Look for skincare brands that offer money back guarantees and buy from stores that will honor a return or exchange on skincare if used after 30 days.