The beauty industry sure loves to confuse consumers. All the rage these days is “dry oil,” which supposedly hydrates skin without clogging pores. That sounds great and all, except I’ve been conditioned to expect the exact opposite for decades. Since I was 12, I was told to buy only “oil free” products, because oil gives you acne, blackheads, is evil and nasty, blah blah blah. And now, all of a sudden, oil is supposedly the miracle ingredient that will fix everything from zits to wrinkles.
I’m really curious to find out how brands are marketing the concept of “dry oil” and what their strategy is in re-
programming educating consumers. Because, I mean, they must recognize this as a bit of a marketing challenge, right? When I was at a Sunday Riley counter at Barney’s a few weeks ago, the rep spent some time explaining the difference between dry oil (skin-friendly kind) and wet oil (the greasy kind, like cooking oil). And then he gave me a generous sample of their oil called Juno. I’ve also noticed that Sephora has been giving out a lot of samples of Nude Skincare’s oil recently, and their website also has a separate “Face Oils” section under skincare, with quite a lot of info about the benefits, multiple uses, and how it’s good even for acne-prone skin, etc., etc.
To be honest — I read/listen to all these things with a huge grain of salt. “Dry oil? O RLY? Did you just come up with that so that you can justify charging $100+ for an ounce of cooking oil?” AND YET! That has not stopped me from talking up Juno to all my friends. So… I guess the marketers win again? (Pfft, as if I ever stood a chance.)