The cosmetologist named the main differences between working tools and marketing

Choosing high—quality cosmetics can be difficult - the bright packaging and mass promotion are not always based on the real effectiveness of the product. Nadezhda Pospelova, a cosmetologist at the Ecole network of beauty training centers, told Izvestia on February 26 what to look for when choosing care products and what tricks brands most often use to attract customers.

"It's important to consider how actively the product is being promoted. If it is massively advertised by bloggers and opinion leaders, and large budgets are invested in brand promotion, then this is a reason to think," Pospelova said.

Among the common tricks, the expert singled out mass advertising. According to her, first of all it is important to pay attention to the composition and price of the product. Advertised, but ineffective products are most often found in the market of care cosmetics, as the concentration of active substances in such products is insufficient. Often, such products are made without developing new formulas — according to standard recipes with basic active ingredients and have no significant advantages. At the same time, the main focus is on advertising, and the cost remains inflated.

Pospelova also noted that the most effective solution for skin care is the use of professional cosmetics, which are usually sold through salons, clinics and individual specialists with proven qualifications.

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"The formulations of such funds contain high-quality assets in the correct operating concentrations. Professional brands are now available in major networks. Choosing just such cosmetics, many make a mistake: they buy products on their own, focus only on packaging and general recommendations on skin type, without taking into account individual characteristics. But each line provides a certain percentage of active ingredients for solving specific tasks, and independent use can not only pass without a visible positive effect, but also harm skin health," the specialist explained.

To avoid useless purchases, Pospelova recommends seeking professional advice. When people go along with advertisements and bloggers, buy an advertised product without understanding their skin type and existing problems, and ignore cosmetologist consultations, this can lead to unpleasant consequences for skin health, including allergic reactions. The cosmetologist understands the brands of care cosmetics and knows how to correctly read the ingredients of products. After examining and determining the needs of the skin, he will be able to recommend an effective line of products, taking into account all individual characteristics and under the required budget.

Thanks to the Latoile research, which was reviewed by Izvestia on February 3, it became known that beauty products were the main gift choice of customers. Almost half of the respondents — 47% — prefer cosmetics and perfumes as their main gifts, and another 40% complement them with gifts from other categories. Perfumes retain the status of the most versatile and desirable gift. 84% of Russians buy it for a partner, and in the Belgorod region it is already 91%.

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