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

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.
• Both typical cosmetics consumers and licensed physicians believe some forms of cosmetics claims do not aid consumer decision making.