"The issue isn't that the ingredients are fake or not there. Far from it. The issue is the concentration. Just enough to say it's included. Not enough to fundamentally change how things work."
"In cosmetics, formulators will tell you the same thing: the functional base of most products is similar. What changes, and what sells, is a small, marketable, exchangeable ingredient that becomes the story."
Special ingredients in products like skincare and snacks often exist to enhance marketing narratives rather than improve performance. This practice, known as fairy dusting, involves adding minimal amounts of trendy ingredients to create appealing labels. In ad tech, a similar approach is taken where innovations are renamed or minimally included to keep up with trends. The focus is on creating a compelling story rather than delivering substantial changes in functionality. Ultimately, the concentration of these ingredients is often insufficient to impact performance meaningfully.
Read at Exchangewire
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