Mascara Masquerade

Until I turned on the Firefox Adblock feature I had been besieged by an inordinate number of pre-roll Covergirl LashBlast Fusion Water Resistant Mascara ads.  Eventually I was beaten into watching one (with the sound turned down).

Notice the fine print; “Lash inserts were applied to this model’s lashes before applying LashBlast Fusion.  Say What?  I didn’t know this is a common trick in mascara ads.   But because this particular ad has plenty of flash I was pretty sure that a lot of women would find the product disappointing.  A quick jump to the Covergirl website confirmed my suspicion. 21 reviews with an average 2 star rating.  15 of the 21 reviews rated the product 1 star.    The product has been out for about a year and reviews on other sites indicate it has been fairly well received.  But even many of the good reviews mention that the product doesn’t perform as well as expected.  Apparently LashBlast Fusion doesn’t give you Drew Barrymore eyes without the inserts.  Go figure.

You’ll never please all of your customers but don’t set them up for disappointment by promising more in your ads than your product or service delivers.  Because disappointed customers have a way of telling everyone else about their experience.

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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