M E R I D I A N     M A G A Z I N E

Sniffing Out False Beauty Claims
By Judith Rasband

It’s an international obsession: beauty, diet and exercise.  Americans, alone, spend more than $6 billion a year on products that promise to keep us looking and feeling fit — not to mention the added price for related services and seminars.  Although some of the products and services deliver what they promise, many don’t!

Sales are often based not on the quality of the product, service or advice, but on the appeal of the sales pitch.  And Latter-day Saints are among the most vulnerable or gullible of target shoppers. 

Why?  Because Mormons are accustomed to people being “called” to positions of leadership, knowing that those people have generally been interviewed and found to be good people, honest and trustworthy.  Church members tend to transfer that assumed trust to business leadership, even to salespeople, and all-to-often buy into the message and the product, regardless of low value or high price.

To help you separate fact (what works) from fiction (what doesn’t) concerning beauty, diet and exercise, be alert to the following characteristics of a myth-informer.

• He/she relies on testimonials to inspire and support claims.
              “I increased the size of my chest six inches.”
              “Learning my colors was like receiving a revelation.”
              “I’m happier and healthier than ever before.”

• He/she makes vague reference to illusive authorities to boost credibility.
              “Mother Nature knew what she was doing.”
              “I’m just like a doctor, prescribing . . .”
              “When I came across Einstein’s theory of light, I realized it was a perfect match.”

• He/she relies on scientific terms and diagrams to support claims.
              “I spent two years researching and the last 10 validating it.”
              “The result were based on science, instead of speculation.”
              “It was chemically tested in Europe.”

• He/she uses timely buzzwords and emotional wish words to increase appeal.
              “It contains miracle ingredients guaranteed to give you sensational results.”
              “Let us help you reach your unique beauty potential.”
              “The restorative effort of this natural, organic ... is virtually unsurpassed.”

• He/she claims to have new, magic, formerly secret information.
              “The mystique-shrouded art of ...”
              “This revolutionary new ... was developed after years of secret research.”
              “The secret of season ...”

• He/she sprinkles fact to support fiction.
              “It is a medical fact that our bodies are composed of 98 percent water.”
              “We all have color preferences therefore …”
              “Deep within every woman is an undeniable desire to be admired by everyone.”

• He/she claims to have superpowers.
              “I am sensitive to your aura — in tune with your spirit.”
              “She has the fantastic ability to interpret your subconscious vibrations.”     

• He/she appeals to common fears and insecurities.
              “Why look just ‘all right’ when you could look fantastic.”
              “Cast off the chains that condemn you to a dull, listless life of unfulfilment.”
              “Everybody’s doing it.  Don’t be left out.”
              “Most people don’t know themselves well enough to buy their own clothes.”

• He/she deals in overstatement and inaccurate information.
              “It feeds you skin, shrinks your pores and restores lost youth and beauty.”
              “Your personal coloring never changes throughout life.”
              “Eat as mush as you want and still lose the weight.”
              “It’s the ultimate journey of personal discovery.”
              “If it worked on paper, I knew it would work on people.”

• He/she promised an instant solution with exaggerated results.
              “Tone your muscles effortlessly within days.”
              “You’ll become an expert overnight.”
              “Wrinkles, blemishes and circles under your eyes disappear immediately.”
              “Lose 15 pounds the first weekend.”

• He/she may discredit established authorities.
              “We’re here to save you from ...”
              “College teachers are afraid of this new method.”
              “We’re not just another ‘expert’ whose ego demands continued patronage ...”

• He/she was self-taught, trained by a friend, or has a certificate from a short-term training seminar.
              “I studied ... for 15 years.”
              “I am a certified ...”

• He/she has a related product or service to sell.
              “Free introductory offer.”
              “For your free supply, just send $14.95 to ...”

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