an Ad a Day

A look at the marketing that surrounds us.

HTY Gold: How Old?

Posted by Rosepixie on June 9, 2010

This is a magazine ad for a product called HTY Gold that promises to reduce the crepe-paper appearance of aged skin.

The text on the left side of the ad reads:

Prevent and conquer dry, wrinkled, crepe-paper skin!

Hide the Years: HTY Gold

The all-natural solution for aging skin… worth it’s weight in gold!

– No Chemicals, Preservatives, Fragrances or Parabens

– Rich in powerful antioxidants, HTY Gold truly reverses time’s aging effects on your skin

– HTY Gold is the only skin cream you need!  …the only product of it’s kind that alleviates shriveled crepe-paper skin on your face and body.

This ad comes with lots of fuzzy, rather unspecific promises.  What I noticed first about it, however, was the pictures.  The pair of images partway down the right-hand column of the ad showing two arms, one labeled “treated” and one labeled “untreated” seem appropriate for this product.  The untreated arm does indeed display the crepe-papery skin commonly seen on older people (I remember my 90 year old great aunt’s arms being very much like that).

The image above that before and after set, however, seems somewhat out of place.  It shows a tight close-up of a smiling model’s face.  Presumably she’s a happy customer, right?  Except that she appears to have perfect, youthful skin and be perhaps in her 30s, which is much too young to be likely to have crepe-paper arms like the ones shown just below her.  Not that we get to see her arms, of course, because the bit of arm in the picture is covered by a very chic sleeve.

So who is this product aiming for and what is it promising?  It sounds like a product for older people promising to help improve their skin and help them look and feel younger, but it shows a woman much younger than that suggesting they are either promising more than they could possibly offer (unless this is magic genie-cream) or that they are hoping to sell their product to younger women who don’t really need it.  Either way, it seems like a bad marketing decision to have chosen this model or image for this ad.

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One Response to “HTY Gold: How Old?”

  1. Michele Parkins said

    I am inclined to agree with you. Yours is the only blog I could find that did not seem to come from within HTY’s corporate world.

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