This site uses session cookies. These cookies do not record any personal information.

More beauty product nonsense

Have you ever bought a skin-care product after/despite hearing some impressive-sounding gobbledygook? The beauty product industry has seemingly always used hefty doses of waffle when marketing its creams, oils and ‘exfoliating’ gels.

But how many of the claims made about said products bear scrutiny? Unsurprisingly, very few.

This issue rears its wrinkled, badly-moisturised head every so often. This time, it’s due to a supporter asking us about the use of the word ‘redensified’ in a current skin-moisturising product marketing campaign. What, they asked us, does it mean, if anything?

Well, the word doesn’t appear to be in any dictionary, online or otherwise. The first use of it we can find relates to Indian city planning in the 1970s. By the early 2000s, the cosmetics industry decided, for whatever reason, they liked the sound of it. One ad campaign featured Diane Keaton urging anyone interested in ‘redensifying’ their skin to hand over their money. But there’s no such word, and no such product feature. The claims made on behalf of 'redensifying' are often ridiculous.

As with other similar nonsensical claims, it’s a con. Just as you can’t ‘replenish and repair damaged hair’ (hair is dead – you can make it shine but you can’t repair it), you can’t ‘redensify’ your skin, or anything else. Nor need you spend too much money ‘exfoliating’ it (getting rid of the dead top-layer of skin) – a quick scrub with a rough sponge will do the job.

If you’re really keen on ‘redensifying’, you might want to put money you were about to spend on falsely-marketed creams back in your wallet.

For a bit of fun, here are a couple of recent beauty product descriptions. Of course, it’s a competitive market, and the desperation to be different and more appealing is understandable. But the vast majority of the text in both adverts is nonsense, overwritten, irrelevant or all three. Enjoy.

Anti aging duo kit transform skins texture through replenishment and exfoliation while correcting lost volume for remodeled skin contours. Skinceuticals A.G.E. Interrupter is specifically formulated to add volume to skins framework to improve the creping, thinning appearance of mature skin caused by intrinsic aging processes such as glycation. Skinceuticals retexturing activator 0.5 ounce is a revolutionary resurfacing and replenishing serum that harnesses two polar mechanisms exfoliation and hydration to activate skins regeneration response, visibly diminishing surface lines and transforming skins fabric into a smoother, softer, more radiant complexion.

Redensifying care - B39


Nourishing and soothing, Redensifying care:

  • Restructures the dermal matrix
  • Enhances its natural renewal
  • Stimulates cell metabolism and the production of collagen and hyaluronic acid
  • Moisturises and nourishes for long-lasting comfort
  • Protects against the harmful effects of the free radicals responsible for ageing
Copyright © 2022 Plain English Campaign. All Rights Reserved.