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Justifying Skin Care Claims
By: Imogen Matthews
Posted: February 6, 2009
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In the U.S., marketers may get around this problem by using doctors or dermatologists to endorse skin care products. “In the U.S., a doctor can go on TV with a quasi-medical endorsement,” says Gummer. “If I wanted to do the same in the U.K., I would not be allowed to say I’m a doctor.” However, this has not deterred consumers from buying into the burgeoning doctor/derm trend, picking up product information mainly through editorial and PR.
However, Gummer does not believe that these differences in approach influence consumers’ purchasing decisions. “Consumers hear the words they want to,” he says. “They don’t want to hear that a product only helps, they want it to work.”
Imogen Matthews is a consultant to In-cosmetics. For more information, contact www.imogenmatthews.co.uk.