SIRCUIT® 101: Today's Topic . . . Fairy Dusting
What is fairy dusting?
It is the misleading marketing practice of including only a very small amount of an active (or popular) ingredient in a skin care product.
This practice is often used by some very large and prestigious cosmetic companies, and very seldom reported on in much depth. These companies spend millions in advertising and newspapers and magazines do not want to irritate the large advertisers.
What they do is formulate just enough to claim that the product contains the ingredient, however, too little to cause any measurable or therapeutic benefit.
When an active ingredient – like any of our very specialized peptides or other technologies – are developed by laboratories to perform a specific action – for example to increase the formation of collagen in the skin, or to help with reducing wrinkles - the developing laboratory would specify what percentage of this ingredient must be included in the finished product in order for it to be effective.
The reason why the lab specifies the exact percentage necessary is that the ingredient was developed and tested to be the most effective at that specific percentage.
Unfortunately, what some cosmetic manufacturers do is to add the active ingredient to the formula, but include it at such low amounts that it will never perform as promised. It’s true that it is in the formula, but not at a level where it does much good.
The reason for this trickery – or more politely “fairy dusting” - is to still be able to use the substantiated claims, yet not spend the money on the right amount of that particular ingredient for the formula or specific purpose intended.