L 'Oré al advertises that your skin will be completely renewed within 8 days. Tell me about the marketing articles you have been fooled by in recent years.

Recently, L 'Oré al (China) Co., Ltd., a famous cosmetics company, was fined 200,000 yuan for publishing false advertisements in the L 'Oré al counter of a department store in Chongqing.

Let's see why this advertisement of L 'Oré al constitutes false propaganda.

"Eight days in biotherm, France, the skin is like youthful, elastic and shiny, derived from the essence of vitality, the essence of miracle water muscle dew. Regardless of age and skin condition, eight-day skin is like a newborn, which is the favorite choice of celebrities. Everyone witnessed the miracle of eight days and solved the skin problem together. 68,800 people witnessed the rejuvenation brought by miracle water ... "

"After 8 days of use, the skin is as good as new", "regardless of age and skin type", "skin problems are solved together" and "68,800 witnesses"

It's all very powerful information, and it's unambiguous. Waves of "bright spots" are irresistible.

The reason why false advertisements are false is that the content of commodity propaganda does not match the actual quality of the goods or services provided, and that commodity propaganda may make the propaganda object or the people affected by the propaganda have wrong associations with the real situation of the goods, thus affecting their purchase decisions.

In this way, L 'Oré al's propaganda is a false advertisement and a true story.

This is not the first time that L 'Oré al has made false advertisements.

As early as 20 13, 20 16 and 20 17, L 'Oré al was fined 654.38 million to 200,000 yuan for excessive advertising.

Not only L 'Oreal, but also other big brands, such as Kans, Clinique and L 'Occitane. ...

For such a big-name person, this fine is actually a little bruised.

Let's first look at a set of data:

The financial report of L 'Oré al Group in 20 18 shows that the group's sales in 20 18 increased by 7 1% to 26.94 billion euros, the highest annual sales growth since 2007, and the operating profit rate also reached a record high, reaching 18.3%. Among them, sales in the Asia-Pacific region increased by 20.4% year-on-year to 7.406 billion euros, and comparable sales increased by 24. 1% year-on-year.

China has become L 'Oré al's second largest market in the world outside the United States, with sales increasing by 33% in 20 18.

However, what puzzles me a little is that when I saw this news, my first reaction was a little surprised.

It's not because such a big name actually makes false propaganda.

This is not an accident of fine.

Instead, I found it illegal to write advertising words like this.

Such a copy looks familiar.

It's not just big names that roll over, but now false propaganda is full of our lives.

Remember the VC water that caught fire during that time?

This toner is amazing, it can not only moisturize, but also dilute melanin, prevent melanin from precipitating, brighten skin tone, fill with hyaluronic acid, make your skin moist and smooth, and make you white!

There is also the "Korean FHD blood orange mask" that is popular on the Internet. In addition to the cheap big bowl, the price of a treasure is 108 yuan /30, which is even more amazing. It integrates four functions of hydrating, whitening, soothing and activating cells. The first aid mask, 0 lead, 0 mercury and 0 hormone, just tells you that as long as you are an individual, you can use it, and you don't need to become a witch after using it.

There is no blood orange in the components of the blood orange mask, but there are common moisturizing components such as ceramide, arginine and hyaluronic acid in the mask.

The mask is real, but the manufacturer may also blow it like this to express helplessness.

Moreover, the components of the mask contain controversial components such as preservatives, phenoxyethanol, surfactant PEG60, red warning flavors and fragrances, but some grass-planting texts do not mention anything, and even claim that sensitive muscles of pregnant women can also be used.

These grass-planting copywriting, except for a special advertising promo, have trampled on the proper points of false advertising.

The terrible thing is that many people don't know how to get on the thief boat.

Planting grass is actually an alternative advertisement.

A successful advertisement will have a distinctive feature, that is, "ignite your emotions".

In consumer behavior, people's attitude generally consists of three elements: cognition, emotion and behavior. In the process of consumption, we usually form cognition first, then produce emotion, and finally make a decision on consumption.

But advertising may cut off your cognition, leaving only two elements: emotion and behavior.

For example, there is an essence that says: This essence will make you feel comfortable to use at first. It is full of countless tiny water molecules, which penetrate into your skin and make your skin drink water in a big way, and your skin will become moist and shiny.

Notice this description? It will refine the whole use process. We don't know if we really gulp water, but this advertising word does make us form a very beautiful association, which is useless. We are already full of expectations for this result. At this time, notice that your cognition has been successfully replaced by the pictures in your mind and the happy emotions ignited in your mind. Click the buy button and you can have it. It's as simple as that.

Of course, such advertising words still belong to the category of reasonable marketing as long as they are not too exaggerated. For example, L 'Oré al's "8-day rejuvenation" obviously exceeds its actual effect.

Even if you are not a shopaholic, I believe that everyone has had the experience of being "planted with grass", and now the biggest fear is that "the pro-test is effective"

And Li Jiaqi's sentence, "God, it's really super beautiful. Buy it, buy it, buy it!"

In the era of planting grass by the whole people, the cost of speaking is very low. Driven by interests, how many false propaganda is popular, who should we believe?

It is one thing for consumers to treat advertisements rationally and plant grass, but if the profit-seeking market does not keep up with market supervision, I am afraid it will also fall into chaos.

I just hope that the world will reward those online celebrities who really sell goods.

Not helpless self-comfort.