【直报网3月12日讯】（新浪时尚）最近一则佳洁士美白牙膏广告造假被罚603万的新闻给消费者们提了个醒，广告上的各种神奇产品效果可能只是PS，除了通过图像、影视做虚假宣传，许多品牌的广告语也存在夸大不实、或误导消费者的现象。今天就让小编为你揭露一些化妆品界常见广告语背后的真相，以后再买买买的时候可长点心吧！

CNDSN March 12th news [] (Sina fashion) a recent Crest whitening toothpaste advertising fraud was fined 6030000 news gives consumers a wake up, all kinds of magical effect on product advertising may be only PS, in addition to do false propaganda by image, film and television, advertising language also has exaggerated, or mislead consumers phenomenon. Today let small make up for you to expose some cosmetics industry behind the common language of advertising the truth, after the buy buy buy when long dessert!

广告语1：纯天然成分

Ad 1: pure natural ingredients

真相：产品表示含有纯天然成分，只是暗示该成分来自于植物或有机物，而不是人工合成的。“天然”一词引起消费者的广泛关注，很多人认为天然成分必定是安全或有效的。但当植物提取物添加入产品后，经过防腐、稳定处理，在与其他成分相混合后，基本上已经失去了它的“天然性”了。

The truth: the product contains pure natural ingredients said, only hinted at the component from plant or organic matter, rather than synthetic. The term "natural" aroused widespread concern among consumers, many people think that natural ingredients must be safe or effective. But when the plant extracts added to the product, after corrosion, stable treatment, in phase mixing with other ingredients, basically has lost its "natural".

广告语2：不含防腐剂

Ad 2: no preservatives

真相：没有真正意义上不含防腐剂的护肤品，即使产品生产时未添加防腐剂，也不能保证原料没有防腐剂。而且不添加防腐剂，又怎样阻止微生物滋生呢?较为常用的方法就是以微生物无法生存的溶剂来替代防腐剂。但它和普通的防腐剂一样，具有致痘的危险。更重要的是，这类成分的抑菌效果差，特别是瓶装的膏霜类产品在开封后，基本上都是用手直接挖取，多次使用的化妆品很难避免二次污染。

The truth: there is no real sense does not contain preservatives, skin care products, even without adding production of preservative, also cannot guarantee the raw material without preservatives. But do not add preservatives, and how to prevent microbial growth? The more commonly used method is to replace the antiseptic to microbes can survive the solvent. But it and common preservative, has addressed the risk of pox. More importantly, the antibacterial effect of this kind of composition difference, especially bottled cream products in Kaifeng, basically are direct digging by hand, the repeated use of the cosmetics, it is difficult to avoid the pollution two.

广告语3：温泉水拯救敏感肌

Ad 3: spring water save sensitive skin

真相：温泉水在法国是非常著名的，它含有多种矿物质，能成为帮助皮肤新陈代谢和补充微量元素，具有治疗皮肤病的功效，所以作为护肤品的辅助原料会更安全、更有效，很多MM都推崇温泉水作为敏感肌肤的保护伞。但并非所有温泉水适用于敏感肌，事实上，硫酸性的温泉水比较适合健康肌肤，碳酸性的温泉水则更呵护非健康肌肤。

The truth: the hot spring water is very famous in France, it contains a variety of minerals, can be to help the skin The new supersedes the old. and supplement the trace elements, with the treatment of skin diseases, so as the auxiliary material for skin care products will be safer, more effective, a lot of MM praise spring water as a protective umbrella for sensitive skin. But not all of the hot spring water is suitable for sensitive muscle, in fact, acid hot springs water is more suitable for healthy skin, carbonated hot spring water is more non healthy skin care.

广告语4：不含酒精

Ad 4: no alcohol

真相：很多人会把产品是否含酒精当做是否使用这款产品的主要依据。事实上在许多情况下，人们错误地理解了酒精。酒精是一种常用成分，在护肤品中常作为溶剂使用，它可以起到稳定植物活性成分的作用，还可以清理角质帮助肌肤代谢。当然酒精确实对肌肤有一定刺激和干燥作用，一般来说，刺激物含量越大，刺激性越明显，但如果酒精列在成分表末尾的防腐剂前后，那就说明含量很低，不太会刺激皮肤。

The truth: many people will take the product whether the alcohol as the main basis whether to use this product. In fact, in many cases, the wrong people to understand the alcohol. Alcohol is a common ingredient in skin care products, often used as a solvent, it can play a stabilizing role of plant active ingredients, can also help clean up horny skin metabolism. Of course, alcohol does to skin have a certain stimulus and drying effect, generally speaking, the larger the content of the stimulus, stimulus is more evident, but if alcohol is listed in the table at the end of before and after the composition of preservatives, it shows that the content is very low, will not stimulate the skin.

广告语5：不含香料

Ad 5: No fragrance

真相：原本这是用来告诉消费者产品不含香精或芳香性成分，但事实上未必如此。许多产品都会选用芳香的植物提取物，所以可能造成皮肤刺激、引发过敏反应或光毒反应（加剧阳光伤害）。不管是天然的还是合成的香料都不属于有益肌肤的成分。而且“不含香料”这个术语不受fda的监管，所以列在产品标签上没有意义，最终你还是要留意产品的成分表。

The truth: originally this is used to tell the consumer products do not contain flavor or aroma components, but the fact is not necessarily so. Many products are selected plant extracts fragrant, so may cause skin irritation, cause allergic reactions or phototoxic reaction (intensified sun damage). Whether natural or synthetic spices do not belong to the skin beneficial ingredients. And "does not contain fragrance" this term is not subject to FDA regulation, so the column has no meaning in the product label, surface composition finally you must pay attention to the product.

广告语6：低敏感性或适合敏感皮肤

Ad 6: low sensitivity or suitable for sensitive skin

真相：这两个术语暗示消费者不会造成过敏，但这种说法没有意义，其实不存在测试产品以判断会不会造成皮肤过敏方面的监管标准，任何化妆品公司都可以随意使用这两个术语。由于没有明确的定义和标准，化妆品公司在使用这些术语时并不需要研究报告来证实。

The truth: the two term implies that consumers will not cause allergies, but this has no meaning, in fact, does not exist to test the product to determine will not cause skin allergies aspects of the regulatory standards, any cosmetic companies are free to use these two terms. Since there is no clear definition and standard, cosmetics companies in the use of these terms does not need to study to confirm.

广告语7：瞬间抚平皱纹

Ad 7: instantly smooth fine lines and wrinkles

真相：没有任何一种外用抗皱成分可以瞬间抚平皱纹，但具有黏合能力的分子胶等胶质成分就可以。别感到高枕无忧，胶质成分极易被水解，清水过后皱纹依旧屹立不倒。

Truth: without any external anti wrinkle ingredients can instantly smooth fine lines and wrinkles, molecular glue glial component but has adhesive ability can. Don't feel sleep without any anxiety, glial component easily by hydrolysis, water still standing after the wrinkles.

广告语8：宝宝能用，妈妈也能用

Ad 8: the baby can use, mothers to use

真相：宝宝能用的护肤产品，确实不会刺激到妈妈的肌肤，只是，这些产品根本无法满足妈妈这个年龄层的保养诉求。而女人过了25岁后，肌肤就会发生巨大的变化，修复力明显下降，此时对护肤的需求，必须由婴儿时期的滋润保护转为增强肌肤修复力，深层保湿提升细胞能量。此时，婴儿油就会显得力不从心了，妈妈们还是买一瓶适合自己需求的产品吧。

The truth: the baby can use skin care products, do not stimulate the skin to mom, just, these products cannot meet the demands of the age of the mother maintenance. Women over 25 years of age, the skin will change greatly, repair force decreases obviously, at this time of the skin care needs, must by the infant moisture protection to enhance skin repair capacity, deep moisturizing promote cell energy. At this time, the baby oil will appear, mothers or buy a bottle of suited to their demand for products.

广告语9：如丝缎般顺滑感受

Ad 9: silky smooth feeling

真相：想要使化妆品产生如丝缎般顺滑感受，并不会真的在产品中添加真实的蚕丝萃取成分，而通常是运用硅氧烷弹性体类的原料来营造所谓的滑顺感。只有硅氧烷才能创造丝缎滑而不黏不油的触感。这种成分适量地添加在保养品中，修饰使用愉悦感无害，但多了就会阻碍后续产品的渗透。

The truth: want to make cosmetics have silky smooth feeling, does not really add in the product of silk extract true, and is usually the use of silicone elastomer such as raw materials to create the so-called smooth feeling. Only siloxane can create satin smooth but not sticky oil touch. The addition of ingredients in skin care products, the use of modified pleasure harmless, but much penetration will hinder subsequent product.

Ad 10: explosion water technology, hydraulic conversion technology

真相：市面上曾经很火的号称拥有爆水科技的出水霜，大多是用大约10%的硅氧烷乳化剂与90%的水搭配，所做出来的硅氧烷包水(W/Si)的霜体。因为硅氧烷乳化剂的比例偏低，所以会有类似把高比例的水装在很薄的蛋壳内，稍微用力一搓，水分即破壳落出的作用。而硅氧烷乳化剂是偏不透气性的，当水珠破壳而出时，硅氧烷乳化剂已先行覆蓋在皮肤表面，破壳后的水分，绝大部分难以再进入角质层。

The truth: the market once the fire is boasts water cream burst water science and technology, mostly with the use of silicone emulsifiers and 90% about 10% of the water, the silicone water (W/Si) cream body. Because silicone emulsifier ratio is low, so there will be similar to a high proportion of water in a very thin egg shell, a little hard to rub, moisture is broken shells drop out of action. The silicone emulsifiers is not breathable, when water droplets hatched, silicone emulsifiers have been covering on the surface of the skin after the shell is broken, water, most difficult to enter the stratum corneum.

广告语11：添加高浓度蜗牛黏液、100%蜗牛黏液

Ad 11: adding high concentrations of snail slime, 100% snail slime

真相：号称添加高浓度蜗牛黏液的产品不论是霜体或精华，都会有如麦芽糖般黏而拉长的丝状胶质。但其实这是添加中大分子的PEG(聚乙烯醇)所创造出来的质地，跟蜗牛萃取无关。蜗牛萃取液并不带有如黏膜般稠度。平心而论，中大分子的PEG对肌肤并无害处，但过多的黏胶感造成皮肤的不透气，反而容易阻塞毛孔长粉刺。▲

The truth: the so-called adding high concentrations of snail slime products either cream or essence, there will be such as maltose as sticky and elongated filamentous glioma. But in fact this is adding macromolecular PEG (polyvinyl alcohol) created texture, has nothing to do with the snail extract. Snail extract does not contain such as mucosa thickness. Be honest, large molecules of PEG to skin no harm, but too much adhesive sense cause skin airtight, but easy to plug the pores of acne. *

（原标题：佳洁士假广告遭重罚 揭露化妆品广告语背后惊人真相）

(original title: Crest false advertisements were severely exposed behind the surprising truth of cosmetic advertising language)

责任编辑：宝蓝

Editor: Blue