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The logical fallacies of Cosmetic Science.

March 29, 2021

Deep, investigative thinking of the type we generally call ‘research’ is not easy. We must wrestle the invisible minefield of our thoughts and navigate the difficult-to-map place that is our mind. This is a journey full of hidden obstacles and side-shows, many of which are bespoke – created by us and offering the type comfort that resonates deeply and instinctively. In many ways the minefield, our minefield is us or at least the essence of us and while we may not wish to lose ourselves completely in the pursuit of better research outcomes, we can gently and temporarily (if we decide we’d prefer that) carve out new pathways around them if we give ourselves enough time and the right tools.

Insight is a powerful tool to take on this journey.

A good way of gaining insight into how our minds work is to start with an exercise in understanding it’s operating system and in particular, where it’s lazy shortcuts are as it is often these than undo us! Before I go on, I wish to make it clear that I’m not professing to be a mind specialist or someone formally trained in this field. Instead, what I am doing is writing as a scientist, researcher and neuro-diverse person who is made aware of how different my typical process pattern is to the ‘norm’ on a daily basis. As such, I’ve felt compelled to study ‘humans’ and in particular how thoughts are ‘typically’ processed so that I might understand who people do and say what they do and say. As a consequence of that, logical fallacies are of great interest to me and while I can’t profess to being free of falling for them myself from time to time, I can at least recognise that I’ve done so more often than not.

So here’s what I’m talking about…

I describe Logical Fallacies as patterns of thinking that lead us to draw conclusions in a way that is somewhat faulty either by being incomplete, unbalanced or mis-directed. I hope you don’t think by me saying this that there is only one ‘truth’ or ‘correct’ answer one can reach through avoiding these traps though as that would be incorrect. I’m talking about applying these principals to cosmetic science and as that combines scientific truth and logic with aspects such as desire, aspiration and aesthetics there is always room for a myriad of conclusions. I just personally prefer the science to be logical or at least to have it represented in a way that is fully realised and appreciated. What you choose to do with that in terms of brand development is then up to you.

Without further ado I’ll share with you some examples I’ve already put together that illustrate 10 common logical fallacies and how they play out in the cosmetic realm. Again, remember the examples I’ve given are given not with the view to showcase how wrong the thinking illustrated is, rather how it is often incomplete.

I do hope you find this interesting.

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