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Are You a Sucker at Sephora?9 insider secrets cosmetics companies use to get us to buy stuff we don't really need |
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77 percent of women reported seeing visible results
54 percent of users saw visibly younger-looking skin
8 out of 10 people claim significantly whiter teeth
And while we'd like to say we only quasi trust these stats -- because after all, the "clinical" trials to produce the results are being conducted by the companies who want/need good results -- we still get lured right in with everyone else. Why?
"Because these companies get incredibly creative in how they manipulate these numbers," says Perner. "If the company says '77 percent report firmer skin' instead of '80 percent report firmer skin,' you're more likely to believe the results because 77 sounds authentic; 80 percent sounds like it could have been pulled out of the air."
What's more, Perner says companies build credibility by admitting to some failure. "When you think about it, saying just 54 percent of users saw visibly younger-looking skin isn't so great," he says. "But while admitting that the product didn't work for almost half of the people who tried it might seem like a bad move, it actually helps the company more than claiming that the product worked for 99 percent of users because it makes the results more believable."
SEE NEXT PAGE: They play up what's in season
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