You may have seen this:
News Flash: Nerium Skin Care Announces New Reports on Scientific Findings Behind Their Product After L’Oreal Receives FDA Warning!
“Houston, Texas, September 17, 2012: The skin care company Nerium AD announced new reports that will appear on the company’s website explaining the science, research and development behind their product after the FDA gave out a formal warning to the L’Oreal skin care company.”
Yep, you read that right. Can you believe it? BFT was surprised, too, but there it was, a news flash on PRWeb, right on my computer screen. This is exciting.
Finally, some answers. At last, we’ll learn the reason a toxic botanical extract capable of killing cancer cells can magically make normal cells healthier and younger looking. The Nerium people will solve the mystery that has perplexed us for many weeks. BFT can’t wait to get to the bottom of this story so it can move on to other mysteries in skincare.
Do the Nobel Prize people in Sweden know about this? This is surely the kind of scientific breakthrough the inventor of dynamite meant to celebrate with fame and fortune.
From the Press Release
Before discussing the impact of this news release on BFT’s opinion of the Nerium MLM phenomenon, let’s read some of the press release.
“After a new report was released revealing the Food and Drug Administration (FDA) is giving the L’Oreal skin care company a formal warning regarding how they promote their skin care products, Nerium skin care announced new reports on their company website about the science behind their products. The FDA issued the warning to L’Oreal regarding their anti-aging skin care products and have been advised to take certain steps to fix any language violations they have committed with the advertising and promotion of their products
With the FDA applying strict rules on all skin care companies, the Nerium skin care line decided to help customers avoid confusion with their products and have launched new reports on their website regarding the science behind their skin care products. The new reports, found in the company’s “Real Science” portion of their website will feature all of the information behind the scientist developed breakthrough that lead to the company’s skin care line as well as the research and findings that stand behind the product. Here customers can also learn about the skin care line’s patent pending formulas and find more about the age-defying product.”
So there you have it, only the first three of several statements in the press release about new scientific information being posted on the Nerium website to explain how NeriumAD works. That would be great if it was true. While it appears to be a rapid response by Nerium to a real news story about FDA concern and scrutiny about anti-aging claims in advertising, it is nothing of the sort.
So, What is New? Nothing…zip, ziltch, nada.
BFT’s fact checking revealed that just one day prior to the Nerium news release, the FDA had indeed issued a warning letter to L’Oreal about using language in its advertising that claimed some of its skin creams could “boost the activity of genes” or “stimulate cell regeneration” to reduce signs of aging – in other words, function like a drug.
Rather than believe Nerium took this as incentive to be more forthcoming in how their miracle anti-aging product actually performed, as the press release repeatedly implies, BFT decided to look into the matter a little deeper.
The truth is everything is status quo. How did BFT find out? By speaking with the people who posted the press release on PRWeb.
This press release was not posted by Nerium at all, but by a brand partner who is very enterprising. Making the FDA letter to L’Oreal their “hook”, press release copy was written to entice the reader to look further into the story by clicking on a link at the end. Guess where that leads – directly to the brand partner’s Nerium selling website.
BFT has got to hand it to them, savvy clever marketing, but in this case rather misleading.
Nerium seems to be everywhere and growing – but in BFT’s opinion by exaggeration, hype, and marketing messages that are misleading and inaccurate. BFT recently reported that Nerium’s alleged MD Anderson connection has been disavowed by MD Anderson, itself, on its website, and they deny any involvement or endorsement of the Nerium AD product. Yet, this connection is conspicuously touted everywhere one looks on the internet. By whom? By Nerium “brand partners”
As our first Nerium installment theorized, cleaver marketers grabbed a tenuous and tangential history (the nerium oleander cancer research story) and implied a relationship between cancer research and an anti-aging skincare product whose scientific foundation is still not explained. The press release implies it will now be revealed by Nerium, which BFT now knows is not true after a phone conversation with the people who wrote the press release – the lady who posted it and her husband.
“Please Tell Me About Nerium”
BFT called the authors of the press release and asked to find out when the new material would be posted on the Nerium website.
“It’s already there”
“Huh, the press release said that new information was going to be posted soon.”
“Well, they already have all the information on the website about MD Anderson and the cancer research and the accidental finding there that lead to the product.”
“That right, it’s already on the Nerium website. It’s been there a long time.”
“Do the Nerium people know about this press release? BFT asked.
“We don’t know.”
BFT has a hunch they will soon.
At this point, BFT asked a couple of probing scientific questions and was immediately handed off to the husband because “he knows more about the science than I do.”
That was not true. His knowledge was no more deep or accurate than the two ladies at the Nerium booth at the Las Vegas esthetician show with whom BFT spoke in early June; the reason the entire Nerium series was begun.
Which Way Do They Go?
And herein is something very telling about the Nerium business model. It appears it is all about the frenzy of getting people to be brand partners below you as quickly as possible before someone else does. And the techniques used are ingenious. It has little to do with science…except the now disavowed MD Anderson connection. For those who haven’t yet seen it, here is the MD Anderson website, with its announcement “setting the record straight about MD Anderson and Nerium”
As BFT learned, this husband and wife team claims they are “quite experienced in direct marketing”. Evidently, there are others like them. One need do nothing more than one internet search for Nerium to find scores, if not hundreds, of other websites – some very highly complementary of the product and others that are very critical.
Interestingly, and BFT may be one of the very few exceptions, even the critical sites transition during the reading into an opportunity to “click here to learn more” which takes the reader to, you guessed it, a brand partner’s website to pitch you into signing up to buy product or get more information. In either event, BFT is quite certain the curious soul, if and when they ever do decide to become a brand partner, is henceforth a “captive” to the 10 level marketing scheme exactly one level below the party responsible for the website to which the curious reader had first been lured.
Clever, effective and ingenious marketing method? Apparently so. Ethical and transparent business model? You be the judge. The majority of posts BFT has received in response to the Nerium series have little to say that is good about the product, the results they have seen in their skin, or the company.
Now, if we could only find out how this stuff works. From the many, many posts BFT has received since starting the Nerium series, nearly everyone who claims benefit just happens to be a brand partner. Don’t worry. There’s still room on the pyramid for those interested. BFT understands that if you are a good sales person and networker, there are even a few Lexus luxury cars still available.