Friday, July 5th, 2013

Choose or Lose

How important is it that a brand lives up to a wear claim? (e.g. 12-hour foundation)

  • Very important! (39%, 929 Votes)
  • Important (38%, 911 Votes)
  • Somewhat important (20%, 465 Votes)
  • Not important (3%, 67 Votes)

Total Voters: 2,372

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19 thoughts on “How important is it that a brand lives up to a wear claim?

  1. kellilee

    Nothing lasts on my skin for long, so while it’s important to live up to the product claims, it’s not a total deal-breaker.

  2. It important to also make reasonable claims like out of all the testes the on the persons that preform the lest longest make that your claim instead of 24hours wear.

    A good example is Tarte’s Amazonian Clay Foundation lasts on me 18 hour through sweating in the hot summer heat but they only claim for 12 hours. 😉

  3. Tinose

    It is important to me. I don’t actually fundamentally care if a lipstick lasts 14 hours, as I’m perfectly happy to reapply at lunch and after work if I’m going someplace. But to put it bluntly, liars and bullshitters who are attempting to prey on my presumed lack of knowledge piss me off and disincline me from purchasing that brand.

  4. Eileen

    Consumers should all be aware that such claims are being made for products that are being tested under ideal conditions using specific protocols, so they reflect the longevity of the products under the very best of circumstances. Add to that the unique characteristics of each person’s complexion and the climate in which they live, and chances are excellent that they won’t get the claimed result or even the same result as a trusted reviewer or friend. I think the claim for a specific wear time is just an advertising hook and should come with a disclaimer. In the meantime, it never hurts to remember the cliché: Your milage may vary!

  5. I don’t trust the ridiculous claims like “24 h foundation” or “12 h lipstick” but I do expect them to be very longwearing. I also prefer products that claim to be longwearing over products that don’t have that claim. And so I do expect them to be longwearing and would be disappointed if they’re not.

  6. The thing with wear claims is that every skin is different, and we don’t know on what skin type the foundation has been tested, or whether 12 hours means on average or at most. A foundation may very well last 12 or even 18 hours on a dry skin, while it only wears well for 6 on very oily skin. The same is true for the season: most foundations will last longer in winter than in summer, since heat and moisture shorten wear time a lot. I have extreme combination skin (it can change from extremely dry to oily within a week!), and the same 18-hour wear foundation I use most days can wear from 4 to 16-hours on me, still I consider it to be a very good foundation, just because it lasts longer than most others in my stash.
    Generally I’d rather look for words like “long-lasting” or for foundations made for oily skin or with matte finishes, than go just by the amount of hours the foundation claims, since they may differ from person to person.

    • KaseyCannuck

      So true. One persons HG long wearing product might be another persons slippery mess! I think a persons body chemistry plays a big part in how cosmetics behave on them, and no two people are alike!

  7. Quinctia

    If it claims to be long-wearing, it just needs to be long-wearing. I’m not going to be timing a full twelve hours, and usually, I don’t have anything on to notice much longer than 8 hours.

    And then, with lip products, I’m constantly drinking, so I have rather low expectations for even the longest claims, because I’m affecting the wear time considerably myself.

  8. For me, if they’re claiming 10+ hours or something extravagant then it better perform, but for smaller claims like 5 hours, I’m more lenient.

  9. xamyx

    I don’t care what a product claims; advertising & marketing is always exaggerated, no matter what the product is. Who really tests a product for 24-hours, anyway? Obviously, it’s simply a marketing ploy. Does anyone actually *need* that?

    I do prefer a foundation to last at least 10-hours, though; however, regardless of the “claims”, it’s best to just experiment. The compatability of skincare & foundation is an important factor, and although a fouyndation may have worked for years on an individual, the results may change depending on what’s worn under. Climate, environment, & lifestyle are key, as well. When I worked at a bank, I wore SPF under my foundation, as I commuted during the day, but I was also indoors with A/C, and my physical activity was limited. The same product I wore there wouldn’t necessarily be the best choice when I worked as a waitress, in a busy restaurant, at night. I’m constantly changing foundations, and always have at *least* 3-4 in rotation, and I keep my skincare consistent. As for blush, bronxer, etc., obviously if my foundation is breaking down, those products will, too, no matter what they claim.

    I don’t care about eye products, as pretty much everything wears well on me, and I *never* skip primer. As for lip products, I touch-up every hour or so, anyway, especially since I’m always drinking something, and it’s easy enough to wipe off & reapply.

  10. Xero

    I think the claims are ridiculous and I don’t pay attention to them…I just assume they’re lying from the get-go, especially with things like lipstick. It’s not a deal-breaker though, I just look at reviews and evaluate the item on its own merits rather than whatever the company claims. I sure wish they’d be honest with advertising though.

  11. Jan

    It depends on the claim, what percent of time the company represents or misrepresents, etc. Terms that define a product should be within a +/- 15% range. If this were any other industry, I’d probably say +/- 2%, so you can see that I provide a far wider degree of “variance” for cosmetics. Part of that is that results, wear time, and even color can vary from person to person. Part of it is that for myself – it took me years to truly figure out what skin type and skin color I really am, and then my skin began to change almost a year later. I’m still basically the same skin color, still the same basic skin type – but the kind of skin correction I needed last year is very different than this year.

  12. It is important, but I’d normally take or give a couple hours. I also probably wouldn’t expect them to withstand very teary eyes or tropical weather.

  13. Steph

    Honestly I don’t know if any cosmetic item can perform well on every possible person, so I don’t pay too much attention to claims of x-hour lasting power. With a more general “long wearing” claim, I will want things to be long wearing for me- which is probably less time that it would be for many people. For example, even with a primer my eyeshadow sometimes creases by the end of the day- whereas there are some people who don’t need to use primer and their shadow looks the same 12 hours later. How do you measure those differences into a claim given that on most consumers you will have a result somewhere in between? What about humidity and heat, etc? I’m sure they have some test somewhere that backs up their hour claims, but since that test wasn’t done on me, in the climate I live in, I don’t necessarily expect my wear time to reflect their test results.

  14. So many things can affect performance. I wear face and eye primer almost 100% of the time unless I’m rushed so if a product states it is long wear, it better damn well be long wear especially over a primer. If not, it will never get my money again. Yeah, and I do not need my makeup to last 24hrs..I’m laughing about the lawsuit from the woman who filed a suit against Lancome since her religion prohibits her from applying makeup on the Sabbath (she’s Orthodox). Apparently she put her makeup on Friday before sundown and expected it to last until nightfall on Saturday, Didn’t happen and yeah, it faded overnight. LOL! While I applaud her move to make a company uphold their product performance claims, I really do not want to see makeup touting that you can bloody well sleep in it.. Yuck!

    • When I heard about the lawsuit, my first question was, “But did you sleep in it?” I look forward to reading more of the filings if/when they happen.

  15. Em

    Products have a responsibility to live up to their claims. I don’t mind if a foundation only lasts me 8 hours, as long as the brand doesn’t claim otherwise, but if the foundation does claim to last 12+ hours and only lasts 8, I’m disappointed. If a foundation isn’t going to last 16 hours, don’t say it will.

  16. I personally don’t buy makeup for the long wear claims (except primers!), so it’s not as important to me as other things, such as the color, texture, etc. I don’t mind touching up my lipsticks and foundations every 2 – 3 hours, honestly. But when it comes to primer, especially eyeshadow primer, it absolutely must last or it’s a deal breaker for me, since that’s one of the points of wearing a primer!