As any marketer will tell you, editorial, ie, non-paid-for coverage, is the Holy Grail, and to achieve it you must have a strong story, a world first or huge breakthrough, underpinned by research.
But if you read the small print, Boots have only tested this product on 100 women. They have refused to allow the data to be assessed by an independent dermatologist. This is qualitative research, or as I prefer to call it, "PR research" because it isn't rigorous or meaningful.
The Horizon documentary
If you remember, a few years ago a Horizon TV documentary said there was evidence that the Boots Protect & Perfect serum could repair wrinkles and sun-damaged skin. The result? A year’s supply sold out in two weeks.
I duly tried this wonder product. As we all do with a new beauty product, we initially think "oh, this smells nice / goes on well / seems to be working!" I see it every day with the beauty bloggers, myself included. We're excited about a new product. Psychologically, we've spent money on it and we don't want to admit we may have fallen for some marketing hype.
Usually in a month's time, we've moved on to something else - so the product never really gets the long-term test it should have.
It didn't work for me
I found the Boots serum made my skin very dry. It certainly didn't live up to any of the claims. My strong belief is that women with mature skin should avoid "the strippers," as I call them. I have tried all the cult products which claim to resurface your skin and bring fresh new skin to the surface. Based on acids they speed up the generation of new skin cells. Yes, I've tried Pixi Glow Tonic and several products from Sunday Riley and Tata Harper. And I've stopped using them because long-term they dry out older skin and make you look more lined than when you started.
Hydration is more important for older skin so I spend my money on good quality facial oils, moisturisers and UVA/UVB protection.
Issues with "before and after" shots
Another beef I have with the cosmetics companies, apart from the lack of rigorous, long-term, quantitative research, is their before and after photos.
So many of the "afters" are shot in entirely different lighting situations, with the model sometimes wearing more flattering colours or a better hairstyle.
I'm sure the new Boots Restore & Renew serum will be a sell out. Costing £28 it's claimed to be the first "clinically proven" serum to target the neck. As Nora Ephron said, we all feel bad
about our neck. But remember ladies, 100 people is not "clinically proven." And Boots are masters of PR hype. Make sure you're spending your money wisely.
