“You’re wasting way too much time applying moisturiser!” says moisturiser company, via OnePoll

A classic case of an inverted headline claim now, with the revelation that British people spend much too much time applying skincare products:

SKIN DEEP: Women spend seven weeks of their lives washing their faces and applying moisturiser in a bid to look younger

WOMEN spend weeks of their lives washing their faces, applying moisturiser and exfoliating in a bid to look younger, a study has revealed.

The average Brit uses three products a day on their face to try and keep wrinkles at bay, which was voted the most worrying skin concern.

The study of 2,000 adults revealed dark circles under their eyes was the second biggest fear, followed by dry skin.

Source: The Sun, 24th June 2019

Average Brit spends six weeks of their lives applying moisturiser

The average Brit will spend the equivalent of six weeks of their lives – applying moisturiser, according to a study.

Researchers found adults typically spend around three minutes a day using moisturising products in a bid to alleviate dry and cracked skin – and to keep wrinkles at bay.

But it doesn’t end there – during the course of their lifetime they will also spend seven weeks washing their faces and four weeks exfoliating.

Source: Mirror, 24th June 2019

It might seem odd, then, that the source of this non-news is a skincare product manufacturer:

Commissioned by O’Keeffe’s skin care, the research of 2,000 adults found they typically use three skin products a day.

Although 19 per cent use 10 or more every day.

So what is the marketing angle here? Well, it’s two-fold:

  1. O’Keeffe’s want to sell you on an all-in-one time-saving skincare product, which is why they commissioned the obviously false finding that one in five people – and therefore 14 million people in the UK – apply 10 skincare products EVERY SINGLE DAY
  2. They want you to remember that using a moisturiser is really important, so you should probably buy their time-saving moisturiser.

If you don’t want to take my word for it, here’s the O’Keeffe’s spokesperson to make the marketing angle explicit in their statement:

A spokeswoman for O’Keeffe’s skin care said: “Our results found we’re a nation that loves to primp and preen themselves.

“Squeezing, waxing, shaving and slathering on lotions, Brits are happy to go to extreme lengths to keep themselves looking their best.

“But a comprehensive skincare regime needn’t take you hours and hours – and of course, diet also plays a big part.”

This story, as is so often the case, was created by Bad PR stalwarts 72 Point, via their polling arm OnePoll and their ‘news’ wire SWNS: