Taobao exaggerated cosmetics ads, my neck?

Author: small chan chan recently Aquafresh pharmaceutical giants glaxosmithkline's toothpaste brands, for which a toothpaste propaganda 'hours against sugar, acid,' no, by the advertising standards authority (asa) ruled that the shelves in all of the advertisements on TV and Internet. Small chan chan ( WeChat ID: pro) Found that while new advertisement law have been implemented for more than a year, but on taobao, exaggerated propaganda phenomenon is still rampant, an eye cream products, vowing to 'natural edible plant eye cream', a skin-lightening ointment of advertising slogan is 'spot not to drop, money don't', 'not the spot, I ate it,' some acne product is claimed to 'a very cow X acne cream'. Generally, taobao exaggerated basic cosmetics ads. Kua raw material origin of raw material origin is the main focus of numerous beauty makeup product publicity, in taobao, this kind of propaganda to the most common primary care products, main effect is relatively more moisturizing, moisturizing, containment, etc. 'Growth in XX, XX meters and has a high quality water/sunshine', is almost standard of this AD copy, some will deserve to go up, such as 'no good raw materials we would rather not do' such words. If the eye cream, face cream, lotion, emulsion, its product quality raw material seems to be the most powerful endorsement. , main selling point for primary care products are relatively single, and homogeneity product is various, so there is no certain brand effect, it is difficult to break, in raw materials and producing area, is the key to their choice. Groundless praises work cycle and 'origin' is 'time' has the same status, this kind of product is the main repair, anti-wrinkle products etc. Because is efficacy type products, therefore, make use of time sensitive information induced to buy such a consumer, there is a lot of taobao brand choices, such as type efficient anti-wrinkle 'hour', 'day reduced powder overflow beauty muscle', etc. However, on the whole, this kind of slogan, though with time as the concept, but most are not related to data or report of argumentation and support, not persuasive. Such words exaggerated advertisement, is active in taobao beauty makeup product in the preview window, the most representative with the whitening products. As an effective product, consumers will naturally look forward to more about effect. Therefore, this kind of slogan to 'free', 'eat' and 'artifact' exaggerated words, to cause consumer psychology to allude, induce consumption. Show the make an issue of technology and the effect on different, part of the beauty makeup brand on taobao show 'the connotation'. To promote products can truly effective in skin, 'XX small molecular structure, can directly to the dermis, solve the skin problem from the source', become the idioms essence products on taobao. Because the essence products more active small molecules, and so businesses use such as 'penetrate the dermis' this kind of slogan, is to show the effectiveness of the product. In fact, this statement itself exists some misunderstanding. Small chan chan ( WeChat ID: pro) Learned from a number of industry insiders, protect skin to taste is unable to reach derma layer, arrive even by sophisticated technical means such as nanotechnology, also can damage nerve cells in the potential danger. Whether consumers buying it? On the whole, taobao is exaggerated cosmetics advertising, mostly concentrated in the whitening, spot, acne, facial mask, such as category, on the one hand, this kind of product demand widely; Such products are mostly pursuing effect, on the other hand, with more exaggerated advertisement to catch the eye, become a common phenomenon. , according to a new advertisement law enacted advertising shall not be used in the 'national', 'top', 'best' and other terms. In addition, according to the regulation, the product performance, function, origin, purpose, quality, composition, price, producer, validity, and promised to have said, should be accurate, clear and understand. For root taobao tao brand, sales is the best interpretation of consumers for its recognition degree. Overall, taobao propaganda more exaggerated cosmetics, month sales volume much more thing is, no sales. So, no others in the eyes of the exaggerated to the AD, who locked? Obviously, there is no set to consumers' hearts. In the small chan chan ( WeChat ID: pro) Point of view, such advertising, more is under a set for yourself. First of all, more and more rational consumers, has high immunity to the exaggerated advertisement, advertising language, the more exaggerated, more can't move them, it will let them produce rebellious attitude; Second, if there is no consumer recognition of brands or products, brand again big effort in vain, but a brand image in the eyes of consumers once set up, to make a qualitative change is not easy. At the end of the day, instead of spending empty mind in the grandiose slogan, a bit more sincere than do products. Editor: huang rui