Beauty Tips

Are You a Sucker at Sephora?

9 insider secrets cosmetics companies use to get us to buy stuff we don't really need

by Meghan Rabbitt

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They slap a dermatologist's name on the bottle We go to doctors for good reason: Because they are trained to be trusted. Sure, we love great online beauty product reviews and tips from our BFFs about the newest must-try products, but when a doc tells us to use a certain cleanser, we run right out and by it. (C'mon, fess up: You're still buying the face wash your dermatologist told you to use to prevent breakouts when you were 13 years old.)

So it's no wonder beauty companies are capitalizing on our trust for all things doc-approved and asking top dermatologists themselves to create lines of cleansers, moisturizers, anti-acne treatments, and more.

"Right now, the most important story in skin care branding is technology," says Bennett. "Consumers are so focused on efficacy and fast results that skin care lines branded with dermatologists' names immediately convey the new technology that went into that product."

SEE NEXT PAGE: They put "NEW!" on a (barely tweaked) old formula

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Older comments

What a GREAT article! One of my degrees is in marketing, yet I find myself being taken in by these advertising ploys. The description of colors of containers was fascinating. Yes, I am a sucker at Sephora--and elsewhere!

by GigiSD Thursday, May 9, 2013 at 09:43PM Report as inappropriate

so true. I like sephora though.

by butterfly11 Thursday, March 28, 2013 at 02:26PM Report as inappropriate

When someone’s job/profession/career or even hobby is to have you part with your money, always question their motives and be mindful that everything said or done is a tactic that is employed to have your money end up in their bank account. Knowing what you are purchasing and why you are purchasing it goes a long way in being a savvy shopper. Unless of course, you don’t care what you put in someone else’s bank account and like unnecessarily depleting yours. I really liked selling in a major retail store when I was in college. People were and still are so easy to figure out, hence all the “tactics” employed by Sephora or any other retailer. Even though I was a part-time employee, I was the top seller in every department I worked in. I can spot weaknesses(back then I called them pulse points) almost immediately and I still get a kick out of how easy it is to ‘sell’ people on just about anything.

by Hackett Sunday, February 17, 2013 at 12:39PM Report as inappropriate

that was very informative

by LittleBunny Sunday, February 3, 2013 at 05:55PM Report as inappropriate

They make everything look so important, like it's a must have. I do tend to go for the pretty packaging myself.

by EricaC123 Saturday, January 5, 2013 at 12:28PM Report as inappropriate

extremely true. i totally agree. very informative. you can spend so much money at sephora even though many people may not need that extra stuff

by Nicole2814 Saturday, January 5, 2013 at 11:06AM Report as inappropriate

oh so very helpful! I have fallen prey to these tactics, at more places than just Sephora.

by tulipsarebetter Wednesday, January 2, 2013 at 09:07PM Report as inappropriate

True story. Only thing is a lot of the products they pictured in this story aren't even sold at Sephora.

by Nicole1021 Sunday, July 22, 2012 at 07:34PM Report as inappropriate

Very informative and true. I like to research & make a list of what I want to purchase, but always walk out with something extra :(

by DTalksAll Tuesday, April 24, 2012 at 03:07PM Report as inappropriate

Sephora is my biggest weakness. If I set foot in there, my bank account is about to be liquidated! I could spend hours (and $$) there...it is my happy place :)

by glamgirlseven Friday, April 6, 2012 at 07:52PM Report as inappropriate