Advertising's new wrinkle | Adweek Advertising's new wrinkle | Adweek
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Advertising's new wrinkle

Wrinkles_2Splenda’s under fire for calling itself sugar, Blockbuster for promoting its end to late fees, and McDonald’s for not advertising how unhealthy its food can actually be. Is there a new movement growing to put truth in advertising? A category rife for the picking is the $29 billion beauty industry, which spends about $6 billion in the U.S. to advertise all sorts of cosmetics, creams and perfumes. Wrinkles can be “prevented” or “disappear” in a day, sometimes even faster, spider veins can fade and cellulite reduced. It seems beauty products, from cheap store brands to luxury bottles, are making loftier claims every day. Maybe the products are actually getting better and we are getting closer to creating a real fountain of youth. But talk to a dermatologist and they’ll likely tell you most of the products can do none of the miracle work their packaging and advertising claim. And the fancy botanicals and scientific-sounding extras hardly make the difference. Funny thing is that most women I know still buy the product with the loftier price tag. Sometimes when it comes to aging, denial is the way to go, or at least—when it comes to advertising—fudging the truth.

—Posted by Eleftheria Parpis

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