A well placed scientific fact or useful statistic can make a huge difference to the credibility of your marketing. My pet hate is bad science in writing – especially marketing that masquerades as science.
One of the worst offenders are the moisturising creams that fall under the broad heading of ‘cosmeceuticals’. Cosmeceutical is a marketing term- there are no requirements to prove that the products actually live up to their claims.
Are you paying for science or marketing?
The cosmeceutical industry is a billion dollar industry – fuelled by marketing. Cosmeceutical companies typically spend 2 percent of total cost on research and development and a staggering 20 percent on marketing.
Microsoft on the other hand spent $8.7 billion on R&D last year and its sales budget increased to $13.2 billion to cover new product launches.
Windows 7 and Bing are the results of research; ‘pro-collagen microsmoothing biospheres with revitalifting fibrelastine’ is cleverly marketed moisturiser.