Assessing scientific claims in print ads that promote cosmetics: How consumers perceive cosmeceutical claims

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.
Fowler, Carson, Chaudhuri

MANAGEMENT SLANT

  • The copy for cosmetics advertising campaigns should be aligned with the target audience’s awareness of scientific-related terms presented in the print advertisements.
  • Advertisers may need to augment or even avoid certain scientific-related terms, because such claims more likely will be perceived to be misleading or deceptive by cosmetics consumers.