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Marketing isn't always helpful when it comes to highlighting product details.
August 3, 2026
By: Valerie George
Dear Valerie: If you could ban one marketing buzzword from the beauty industry, what would it be?
—FED UP WITH FLUFF
Dear Fed,
Anything starting with skin- and ending with -ification. I always joked with colleagues that we would know companies were really grasping at straws when they started advertising skinification of teeth, and we’ve come close to that with skinification of oral care. (Yes, sadly, this odious phrase has recently graced my inbox.)
Oral care is oral care! Hair is hair! Nails are nails! To anyone reading this who is responsible for any piece of collateral in the industry, stop skin-ifying everything!
For more answers to your questions from Valerie George, click here.
[email protected]
Valerie George is a cosmetic chemist, science communicator, educator, leader and avid proponent of transparency in the beauty industry. She works on the latest research in hair color and hair care at her company, Simply Formulas, and is the co-host of The Beauty Brains podcast. You can find her on Instagram at @cosmetic_chemist or showcasing her favorite ingredients to small brands and home formulators at simply-ingredients.com
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