Mktg I've just bought some of your anti-cellulite creams for my mum's 50th birthday, but there's an article in The Times today that says they don't work. What's the story?
EL All I can do is read out the official statement we have, which makes clear that Estee Lauder strongly disagrees with the ASA's conclusions.
Mktg What's the ASA?
EL The Advertising Standards Authority, which has said our claims are incorrect.
Mktg So what does this authority have to do with cellulite then?
EL It just looks at advertising. It has obviously picked up on one of our ads for this particular Body Performance product and made a comment about it. We disagree.
Mktg I'm worried that my mum will see this article and think I've bought her a rubbish present.
EL The article does say that it doesn't work, but we disagree with it.
Mktg I bought it because I thought it was not just a moisturising cream, but got rid of cellulite too.
EL It is not necessarily going to get rid of it completely. No product can do that. If your mum has extreme cellulite, it will be difficult to get rid of. The cream may reduce it, but it depends on how far advanced the cellulite is, how old the person is, and the texture of their skin.
Mktg What should I do if she's read these negative things?
EL If she is unhappy, doesn't want to try the cream, or is unhappy with its performance, we will give you a full refund.
Mktg Brilliant. I feel much better about spending all that money. I kept thinking that I had been duped.
EL It is a nice product. You can buy your Olay or Nivea products from Superdrug, but they are not necessarily going to give you a refund.
Mktg Is there any other product you would recommend for a 50-year-old woman who doesn't like getting old?
EL You could always make an appointment to have her make-up done at an Estee Lauder counter.
Mktg How much does that cost?
EL It doesn't cost anything.
Mktg But you're expected to buy something at the end?
EL It depends how you feel.
VERDICT
Mix's cellulite worries were soothed significantly. The guarantee of a full refund was reassuring. The call-handler said that if the department store refused to give a refund, Mix would be reimbursed by sending the product back to Estee Lauder. Her tone was chatty (at one point she told us how her 65-year-old mum likes anti-ageing products), but she also made it clear the cream is not a 'miracle' cure and its success depends on Mix's mum's skin.
Score 7/10.
_1.jpg)
.jpg)
