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Is the phrase "Reduces the appearance of..." scientific?
  • bluecatbaby
    I don't understand what it means when companies say that a skin care product "reduces the appearance of" something like brown spots, redness, or wrinkles. It sounds like vague advertising words to me. Is the implication that it doesn't really do anything to physically change the brown spot, etc.?
  • Right BrainRight Brain
    Essentially it means just what it says - the "appearance" is reduced not necessarily the underlying physical condition. In most cases changing the physical structure of the skin would make the product a drug. Since most of these products are NOT drugs they have to add the "weasel words" to their claim that make it clear that they are only changing the appearance. Companies have to be careful with the exact wording of their claims to avoid getting into regulatory/legal trouble. 

    For example, a wrinkle product that temporarily plumps up wrinkles by adding moisture reduces the appearance of wrinkles. Any type of concealer product that covers up redness or age spots reduces their appearance. 


  • beautyreviews
    I really would like to give my advice on this very vague phrase. I think there are other descriptive words that can be used when dealing with advertising for wrinkles, stretch marks, brown spots and other skin imperfections. Example: when selling a stretch mark cream, I would use the words fade, lighten, reduce, minimize to describe what a product is capable of doing.
  • Right BrainRight Brain
    Yes but some of the words you used as examples would make the product a drug rather than a cosmetic. 
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