{"id":2715,"date":"2019-09-19T14:18:14","date_gmt":"2019-09-19T18:18:14","guid":{"rendered":"http:\/\/sarahban.com\/?p=2715"},"modified":"2019-09-19T14:18:14","modified_gmt":"2019-09-19T18:18:14","slug":"9-beauty-marketing-buzzwords-might-want-reconsider","status":"publish","type":"post","link":"http:\/\/sarahban.com\/index.php\/2019\/09\/9-beauty-marketing-buzzwords-might-want-reconsider\/","title":{"rendered":"9 Beauty Marketing Buzzwords You Might Want to Reconsider"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2542\" src=\"http:\/\/sarahban.com\/wp-content\/uploads\/2018\/05\/shotstash_090817_0005-1024x683.jpg\" alt=\"beauty copywriter\" width=\"700\" height=\"467\" srcset=\"http:\/\/sarahban.com\/wp-content\/uploads\/2018\/05\/shotstash_090817_0005-1024x683.jpg 1024w, http:\/\/sarahban.com\/wp-content\/uploads\/2018\/05\/shotstash_090817_0005-300x200.jpg 300w, http:\/\/sarahban.com\/wp-content\/uploads\/2018\/05\/shotstash_090817_0005.jpg 1920w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Decades ago, customers believed everything advertised to them. These days, people are a lot savvier and have access to a world of information at their fingertips &#8212; and they won&#8217;t be afraid to ask you for the truth. When you&#8217;re making certain claims for your cosmetics and skincare products, are you pulling wool over your customers&#8217; eyes or are your claims for real?<\/p>\n<p>We reached out to\u00a0an anti-aging expert and board-certified Denver Plastic Surgeon, Dr. Manish Shah\u00a0to review some of the most used buzzwords used\u00a0in beauty copywriting. \u201cA phrase such as \u2018clinically tested\u2019 and \u2018doctor recommended\u2019 is used to mislead consumers into thinking a certain product has more credibility than it actually does,&#8221; says Dr. Shah.<\/p>\n<p>So if you insist on using these words\/phrases, first bear in mind your customers will ultimately ask you for answers.<\/p>\n<blockquote><p>More\u00a0importantly, make sure your copywriting explains what you mean behind these claims. If you say your product is &#8216;clinical strength,&#8217; for example, how exactly do you define that? Don&#8217;t make your customers guess.<\/p><\/blockquote>\n<h1><strong>\u201cPatented Technology\u201d<\/strong><\/h1>\n<p>\u201cPatents are not necessarily a foolproof sign that something is groundbreaking or effective,\u201d explains Dr. Shah. \u201cMarketers use this language to convey innovation and superiority that their product might not necessarily have over its competitors,\u201d he says. Patents are sometimes authorized through technicality instead of breakthrough meaning any new combination of ingredients, methods or production process can be patented as long as it is new.<\/p>\n<h1><strong>\u201cMaximum strength\u201d<\/strong><\/h1>\n<p>This is a term used often by skin cleansers and moisturizers. \u201cIt\u2019s a relative term and the consumer doesn\u2019t really know what it is relevant to. It\u2019s language that entices the shopper to make the purchase without really telling them how it accomplishes \u2018maximum strength\u2019 results,\u201d says the Denver Plastic Surgeon.<\/p>\n<h1><strong>\u201cClinical strength\u201d<\/strong><\/h1>\n<p>From painkillers to hydrating serums, companies love to bill their products as having \u201cclinical strength.\u201d Dr. Shah says consumers should practice healthy skepticism with such claims. \u201cA product that claims it has clinical strength, in many cases, could have been tested by the doctors developing it. If you think about it you can\u2019t really pinpoint what that phrase means because it is relative and we have no context as to what the company considers clinical strength,\u201d says Shah. The perception, explains Dr. Shah, is that the product is better because the world clinical makes it sound more credible.<\/p>\n<h1><strong>\u201cFor All Skin Types\u201d<\/strong><\/h1>\n<p>\u201cThis is a difficult promise to deliver on,\u201d says Shah who has practiced his specialty for 14 years. \u201cNot all skin is the same. If someone has an allergy to an ingredient or some form of dermatitis they really should speak to their doctor about what products are best to include in their regiment instead of blindly trusting a label,\u201d he says.\u00a0<strong>\u00a0<\/strong><\/p>\n<h1><strong>\u201cFDA Approved\u201d\u00a0<\/strong><\/h1>\n<p>The FDA has different protocols for skincare products that make cosmetic claims as opposed to those that make more medical claims such as promising to increase production of collagen in the skin. Since that is a body function the FDA treats those differently than normal skincare products. However, the FDA just stipulates that the product being sold is safe to use in the manner in which it is directed to be used \u201cFDA approval is not credential that shows the superiority of results,\u201d says Dr. Shah.<\/p>\n<h1><\/h1>\n<h1><\/h1>\n<h1><strong>&#8220;Botanical&#8221;<\/strong><\/h1>\n<p>Dr. Shah explains that \u201cAn actual botanic is technically an ingredient that is derived from a plant. But, again, &#8216;botanical&#8217; may be used in advertising to refer to something that is synthetic but acts similar to a plant-based ingredient.\u201d<\/p>\n<h1><strong>&#8220;Instant Results&#8221;<\/strong><\/h1>\n<p>Keep in mind that \u201cinstant results\u201d aren\u2019t the same as \u201clong-term results.\u201d Meaning, you may use a product that gives you instant moisture or has a quick-acting firming effect, but those results may fade after a few hours and require reapplication.<\/p>\n<h1><\/h1>\n<h1><strong>&#8220;Natural&#8221;<\/strong><\/h1>\n<p>\u201cNatural\u201d doesn\u2019t necessarily mean anything about the purity of a product. It\u2019s a term that hasn\u2019t been defined by the FDA. But you should be clear on what you mean by this; your honesty can help avoid issues for your customers. For example, there may be a benefit for some people to avoid parabens, usually absent from \u201cnatural\u201d products, if their skin is sensitive.<\/p>\n<h1><\/h1>\n<p><u><strong>About the Expert:<\/strong><\/u><\/p>\n<p><a href=\"https:\/\/u7061146.ct.sendgrid.net\/wf\/click?upn=84Em28S1K9SvtzcUtu04EmTbGHKVN7mT-2BWv3Mrf5W7PIzwL8n2jtRDrcG4nj1PHB_VxlAuX98jGTImtRfy8qSMiEykKVKv7qMe-2Fr6wiilk1JHg-2F83Nkbc1VVzyUeEU-2FFFNZdxqIx5oAlyjvEIzwrAJtVD0d-2FsNLuL4erbxFLojcM-2BFPOory-2FBoOZRypBpxSzxwQDzTSWaskSoXjDKOz7McTym6gDEc-2FKgupl3-2FityI5fMBomyO9qPSWKRMbAwYLER4OJrTnBnN-2F-2BECdqxZC-2BqYkDOCot22so2aS8Fvda0h1njpBsTh-2FmKR2TmVBGm9eHSn46iRpMy4ehPO6cyQlMYLn9UjMLU0rGfoTnj0VZheYsamVW5wcb360wCAcBpqt9v3sUP8kdZ8Uqv-2BpERp9MpbJQmi4GI2E2NUwbN13sPb4o-3D\" target=\"_blank\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/u7061146.ct.sendgrid.net\/wf\/click?upn%3D84Em28S1K9SvtzcUtu04EmTbGHKVN7mT-2BWv3Mrf5W7PIzwL8n2jtRDrcG4nj1PHB_VxlAuX98jGTImtRfy8qSMiEykKVKv7qMe-2Fr6wiilk1JHg-2F83Nkbc1VVzyUeEU-2FFFNZdxqIx5oAlyjvEIzwrAJtVD0d-2FsNLuL4erbxFLojcM-2BFPOory-2FBoOZRypBpxSzxwQDzTSWaskSoXjDKOz7McTym6gDEc-2FKgupl3-2FityI5fMBomyO9qPSWKRMbAwYLER4OJrTnBnN-2F-2BECdqxZC-2BqYkDOCot22so2aS8Fvda0h1njpBsTh-2FmKR2TmVBGm9eHSn46iRpMy4ehPO6cyQlMYLn9UjMLU0rGfoTnj0VZheYsamVW5wcb360wCAcBpqt9v3sUP8kdZ8Uqv-2BpERp9MpbJQmi4GI2E2NUwbN13sPb4o-3D&amp;source=gmail&amp;ust=1569001838791000&amp;usg=AFQjCNHuiZhmgN-maZj-SH4IvwRMvD5GMA\"><u>www.drmanishshah.com<\/u><\/a><\/p>\n<p><strong>Dr. Manish Shah M.D., F.A.C.S.<\/strong>\u00a0is board-certified by the American Board of Plastic Surgery and member of the American Society of Plastic Surgeons, the American Society of Aesthetic Plastic Surgery and the International Society of Aesthetic Plastic Surgery. Dr. Shah\u2019s specialties include revision facial aesthetic surgery, rhinoplasty (\u201cnose reshaping\u201d), and aesthetic surgery of the breast (breast augmentation, breast lift, breast reduction). He is, however, well-trained in all areas of aesthetic surgery.\u00a0Dr. Shah\u2019s aim is to obtain a natural appearing transformation that complements the real you.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Decades ago, customers believed everything advertised to them. These days, people are a lot savvier and have access to a world of information at their fingertips &#8212; and they won&#8217;t be afraid to ask you for the truth. When you&#8217;re making certain claims for your cosmetics and skincare products, are you pulling wool over your &#8230; <span class=\"more\"><a class=\"more-link\" href=\"http:\/\/sarahban.com\/index.php\/2019\/09\/9-beauty-marketing-buzzwords-might-want-reconsider\/\">[Read more&#8230;]<\/a><\/span><\/p>\n","protected":false},"author":2,"featured_media":2542,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[],"class_list":["entry","post","publish","author-sarah","post-2715","format-standard","has-post-thumbnail","category-copywriting-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>9 Beauty Marketing Buzzwords You Might Want to Reconsider - Sarah Ban<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/sarahban.com\/index.php\/2019\/09\/9-beauty-marketing-buzzwords-might-want-reconsider\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"9 Beauty Marketing Buzzwords You Might Want to Reconsider - Sarah Ban\" \/>\n<meta property=\"og:description\" content=\"Decades ago, customers believed everything advertised to them. 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