Here’s an interesting bit of research from the wine industry that has application to the cosmetic and beauty products you buy.
Mislead by labels
Scientists at Cornell University wondered what effect a product’s label would have on consumer’s perception. They took bottles of an inexpensive Charles Shaw wine and put different labels on it. One label said “Noah’s Winery in California.” The other said “Noah’s Winery in North Dakota.” In every other way these products were the same.
Next, the researchers gave a free glass of wine from one of these bottles to diners at a restaurant along with a $24 French meal. The diners were able to see whether they got the wine labeled “California” or “North Dakota.” They then asked them about the meal. Strangely, the ones who had the wine labeled “California” said the wine tasted better, the food tasted better and they even ate 11% more food. Remember, the wines and meals were exactly the same! The only difference was the label on the bottle.
They further confirmed these results by doing a similar test with MBA students at a wine and cheese reception. In this case the “California” labeled wine was rated 85% higher. Again, EXACTLY the same wine was used.
What is the Halo effect?
This is called the Halo Effect and it is found (and used) in the beauty industry too.
You know how you think that there is a big difference between the $30 shampoos and the $3 shampoos? There isn’t. They all use pretty much the same ingredients.
And how about that bottle of $375 Perricone skin serum
If you think it is, you could be falling victim to the Halo Effect, and it’s costing you a lot of money.
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{ 17 comments… read them below or add one }
I use regular Olive oil on my skin, works like a charm.
I’ve been using a mask made of oats, olive oil, egg, and cream. I make it monthly in my home. It has literally THE SAME ingredients as “Breakfast face” by Benefit- except it’s 100% fresh!
I had severe acne, and I literally picked up a bottle of VODKA and I use it as a toner. It works great, and has cleared up my skin 100%. I do use the one containing citrus. I find that the added citrus oil helps tremendously.
Sadly, “perception is (or can become) reality”.
Your comments on marketing are completely on target. In fact, Leslie Baumann, MD http://www.skintypesolutions.com/blog/ left a similar post on her blog the other day.
However, Zoe Draelos, MD, a leading dermatological researcher says that formulation plays anywhere from 50% to 70% role in determining the efficacy of any active ingredient.
Though I’m not completely familiar the formulations of both products (Perricone and OoO) I would venture to guess that they are radically different from a formulation standpoint.
Does that mean one is worth 15 times the other? Probably not.
However, I think you must beg the question whether or not the Regenerist product is worth $25. Third party independent clinical studies suggests that it isn’t.
(Pre-1st-cup-o-coffee), I skimmed through this article and thought, well ND does have nice rocky mountains, suitable for growing grapes…Ok, post-coffee and I still think that. Of course, I also use Suave and Dove shampoos.
I’d have to say that regenerist is one product that is NOT worth $25.
I’d rather use olive oil as per mentioned in the previous post.
Honestly though, I’ve used Cetaphil lotion on my face and have seen better results with that, as well as using a touch of Crisco on the “winkles” to plump them up, it really does work- just don’t use the butter flavored one.
I use regenerist and an oil-free sun block and it works for me. Since my skin is still oily after all these years, olive oil or Crisco are WAY too heavy and greasy for me. However, plain old Vaseline works great on my feet and hands.
A friend just introduced me to the coffee ground face scrub. Literally you take your old coffee grounds, and mix them with fresh whipped cream. Rub into your face in a circular motion and after a while, rinse. The caffine in the coffee helps get the blood flowing in your face for natural color while the cream hydrates.
I’m really loving this new AU creme “Clren” made with bat dropping. It’s a little pricey but the results are a breakthrough. I would suggest looking into the “Natural remedies” marketing on this one… who know’s maybe I’m wasint my money on this?
Very interesting study, Brains – I just posted my opinions on the subject. It’s always fascinating to read about the tentacles of marketing. Oh, and Melanie, I don’t know anything about the cream you mentioned, but just the thought of putting bat guano on my face makes me nervous!
Corinne- I felt the same way. But I grew up in Tasmania. My parents always used “au natural” items… so I gave it a try. Honestly, If you’re hesitant I would agree, it’s a sacrifice!
cheers, Mel
bat dropping, crisco, olive oil… hmm I’m kind of wondering if my skim milk mask even cuts it?
Mel, I think that creme is spelt- “Cloren?”
Or CL-REN? I cannot locate it?
I have used vodka as a toner… nutrient riche!
Tuche!
Kevin, they are not radically different formulas. In fact, from an R&D perspective the Perricone product has not had nearly the amount of money spent on development as the Olay product. It’s a waste of money to spend over $300 on a product that doesn’t work better than a much lower priced product. The formulas are not that different.
Left Brain, thanks to you I don’t feel so bad about not being able to afford Perricone’s product…thanks, Lefty! I have also heard a lot of raves (and a few rants) about a so-called wondercream called Creme de Mer. Since I read your blog entry, I’m suspecting that the company which makes this product is using the halo effect to the max.
‘I have also heard a lot of raves (and a few rants) about a so-called wondercream called Creme de Mer.’
Don’t forget, most of those raves are probably directly or indirectly (giving free stuff to beauty editors) from the company themselves