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Estée Lauder False Advertising

Most of the large cosmetic companies make fantastic claims with their so called “magic” creams, and this piece published in aesthetic medicine magazine this week makes interesting reading for anyone baffled by how these companies can make such claims.

Estée Lauder used a very small sample of 25 women in the study (I wonder how many women work at their head office?). They used high magnification to overemphasise the results which the human eye could not possibly detect. The A.S.A is right to disapprove of this advert because obviously, most consumers would not expect to need a microscope to see a result!!

A good tip when looking at similar adverts is the small print on the bottom of the adverts, and then make your own judgement. If a large company is using a sample number of people in the 100s or even worse in the 10s, is it really serious about proving its claims or is it using carefully selected women to manipulate the outcome, you decide!

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