Because I'm worth it

​For those of us who adhere to Yorkshire’s dictum ‘if there’s owt for nowt grab it’ I occasionally pick up a copy of Tesco’s free magazine, which appropriately enough is called ‘Tesco.’ It can contain some interesting food recipe suggestions. But in the latest issue an advert from L’Oreal (Paris) caught my attention. ‘3 Serums in One’ it proclaimed, ‘Radical Visible Results on Your Key Ageing Signs.’ As a septuagenarian with ageing signs this naturally attracted my attention. What are these magical serums and how do they work? Who says they work? Well, the advert, albeit in small print says ‘Consumer test. 43 women, 6 weeks.’ Wow. On this basis, at a half price of only £31.99 I might be tempted! Perhaps after six weeks I too could have nice fresh looking, wrinkle free skin like the 20-something model pictured in the ad. Perhaps the veracity of these claims could be tested by the Advertising Standards Agency*—but I doubt that approach would get very far. The beauty industry thrives on the vanity of its customers, and nothing promoting the truth is likely to make much difference. L’Oréal is 34.7% owned by the Bettencourt family and is currently worth $191 billion. That’s a lot of £31.99s. All money well spent I’m sure.
 
*I did once make a complaint to the ASA about a misleading advert on behalf of the nuclear industry. My complaint was rejected on the grounds that the ad had been pre-approved by the ASA, which makes the role of the public rather redundant.