Maria via Amazon.com says…In a recent post you recommended an Argan oil product. On Amazon.com the description said “Contains 100% pure and certified Argan oil”. That is NOT true at all. It has other ingredients in it. As you can see from the ingredient list Argan oil is 4th on the list.
The Beauty Brains respond:
Maria, Maria, Maria. You’ve fallen for one of the oldest tricks in the cosmetic claims book – you believe what they WANT you to think, not what they actually told you. Let’s examine the claim to see what it really means.
What does “100% pure” mean?
The claim is that the product contains 100% pure and certified Argan oil. Two things have to be true for this claim to be true. First, the oil that is added to the product has to pure Argan oil and not contaminated or diluted. Second, the oil has to be certified. Period. That’s it. No where do they say that this product ONLY contains 100% pure and certified Argan oil. The word only makes all the difference in the world.
Of course the company would love for you to think that this is “100% pure” because that gives the impression that their product is better than others that just “contain” Argan oil and therefore you’ll be willing to spend more money on it. But now you can see that they didn’t actually say that at all.
The Beauty Brains bottom line
Carefully reading claims to understand what they really mean can make you a smarter shopper.
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{ 5 comments… read them below or add one }
well the one I use is very good, I have the one from pro naturals and it keeps my hair soft, shiny, frizzless and pretty.
Ah marketing that’s why they get paid the big bucks. Thanks for helping us be smarter consumers!
This 100% claim is common in hyaluronic acid serums too, unfortunately people buy the products for that reason.
Which is why you read the ingredient list.
Exactly …
You have to be careful when you read skin care and beauty product labels, and interpret them the correct way.
Many labels and products can be quite confusing for those who actually want to know what they are putting on their skin.