In my previous post, I laid out my background in and respect for the world of advertising--as well as the irresponsible abuse and misuse of advertising that some engage in. My case in point was a L'Oreal ad and a Garnier Nutrlitioniste ad and website, touting "clinical studies" to make sketchy claims about their products.
Any company seeking to use science--legitimately and ethically--to help sell their product, I recommend they take a lesson from Artistry.
The company, one of the top five selling prestige brands in the world (according to Euromonitor), employs clinical studies in the right way.
This Artistry ad shows a silicone skin replica, which is thoughtfully explained as an actual impression of the skin used to measure improvement in the number and depth of fine lines. Based on that replica, the ad then lays out objective proof of this product's effectiveness:
Artistry Time Defiance Intensive Repair Serum, based on the measurements of this silicone skin replica, shows that in 14 days it:
Improves skin clarity by 261%
Reduces the appearance of fine lines by 99%
Improves the skin smoothness by 83%
The scientifically based data are more than a few cuts above the subjective opinions rendered by women in the L'Oreal ad and on the Garnier' Nutritioniste website.
In addition, companies would do well to stand behind their products as Artistry does.
The company backs every one of its products with a 180-day money-back satisfaction guarantee. That’s six whole months.
So even if after using an Artistry product, a customer finds it doesn’t meet her standards for whatever reason, she gets all her money back.