As I mentioned in my prior post, I have seen many sales tricks used in the health and beauty industry the past 10 years. I will be introducing you to each one over the next few weeks. But one of those tricks gets the honour of being the first, and it's the one that I was most ashamed of.
A few years ago, I worked at a company that made a product that my mother wanted to try. I knew that the product was a major scam, since the supposed magic ingredient (collagen) did sh*t all (ie. firm skin). In the industry, it’s called an “Emotive Ingredient”. In fact the firming of the skin was just a benefit of the rubbing action of when you put cream on your skin. So my mom asked me if she should use the product. I could have given her the 'corporate cool-aid' but I told her not to waste her money on it since the magic ingredient had no benefit. I still remember her saying "Can you do that?... That's not right."
That disappointment in her voice made me remove the 'corporate blinders' I was accustomed to wearing, and began to take a more critical look at how this industry sells products and the disrespect they have towards their customers.
In my opinion, no sales trick is dirtier than 'Emotive Ingredients'. I will show some examples in my next few posts.
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Hey Brian, congrats on the start-up! Great stuff. This is in line with shampoo manufacturers actually adding silk extract to their products knowing that silk has absolutely no benefit to hair softness, etc. but it does wonders on public perception of the product. see ya
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Hey Nuno, silk extract is a great example of an 'unsubstantiated ingredient', not to mention that it's also an example of an 'emotive ingredient' in a lot of cases.
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