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The Claim Game

By: Alisa Marie Beyer
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.

page 3 of 5

Claim: 8 out of 10 women saw an instant reduction in fine lines and wrinkles.
What she may think in a positive regard: Wow, the majority of women got a great result. And even though a few didn’t feel the same, it makes sense—it’s unlikely all women would see the same outcome, and I’d be suspicious of any product that claims 100% effectiveness anyway. I’m also looking for instant results, so this product is for me. What she may think in a negative regard: Only 10 participants agreed on results? That isn’t nearly enough to get me to buy this product. Also, what does “instant” mean? Did they see results as soon as it touched their skin, hours later or at some point within the first day? This is too vague.

Claim: 79% of women agree that after only 10 days of using the extra strength serum, their skin felt softer.
What she may think in a positive regard: Not only does this product deliver the results I’m looking for, but that’s a pretty high percentage of women. Plus, they saw results in 10 days, which seems like a believable amount of time to me.

What she may think in a negative regard: I like the amount of time and the result, but what does that mean, 79% of women? I’m more interested in how many women were involved in the study rather than the percentage. For all I know, this could be a group of 7 women that work for this company. No, thank you.

Claim: Your skin will be noticeably firmer after just one week!
What she may think in a positive regard: Hey, I can see results in only a week? How exciting! It’s exactly what I’m looking for, and because I’ve already used this brand, this new product is right for me.

What she may think in a negative regard: That sounds good, but where’s the proof? Am I just supposed to go along with this claim? Where’s the research? I’m not comfortable with investing in a product that wants me to assume it will work because they say so.