OK...Show Me How To Decipher That Darn Label

I am going to use a favourite of mine
one I use at all of my workshops
just because it has all of the "cliche" words
that confuses the consumer in to believing
the product is Natural /Eco -Friendly

The first time I came across this product was at a local
Home and Garden Show
in the Eco Area
The second time was in a client's home
The scent nauseating me to the point
I had to leave

So now you can understand why I call it my perfect demonstration product


The words in bold are what, we as consumers, see and retain.

The words in bold and italics are there to work with the ones in green to confuse and legally deceive.

All other words are fillers and unimportant.


Brethe

(With a name like this, you believe it must be a Natural or at least and Eco-Friendly product, and top that with the name used to endorse and sell the product....Homedics)

is a premier product that removes up to 99%

(that seems like a lot to play with....what this says.....our product cannot remove 100% of the odour causing bacteria but it can remove more than 0.001)

of odor

(someone out there, mainly the marketing geniuses, have made us fear all kinds of odors in our homes...no more can you smell dinner cooking on the stove when you come through that front door because the air freshener in the plug right next to you is masking it)

causing bacteria

(The same goes for bacteria...have you noticed how sick everyone always is, especially our children....our bodies can no longer fight because we have removed all kinds of bacteria from our lives and our body has not been ablt to practice immunity defense)

brethe's all natural odor removal system is unsurpassed
in removing household odors such as
smoke odors
cooking odors
pet odors
and
stale house odors

Features

Neutralizes up to 99% of odor causing bacteria
and removes odors caused by
pets, smoke and other odor causing bacteria

(how many times can you find the word "odor".....overstating what the product can do, I think)

The unique vortex

(so the machine spins the water, causing a Whirlpool effect....very mezmerizing......my bath tub does this too)

cleaning action uses an intense "rainforest" mist
to wash incoming air with an emulsified

(a fancy word for mixed)

botanical solution

(wow, are you feeling the soothing feel of the jungle now)

Three 2.03 fluid ounce scents

(this is where we get duped, as a consumer....we have seen the words "all natural" and automatically assume the scent is as well.....no where in this advert does it say the solutions are 100% Natural)

are included

Refreshing Citrus
Energizing Lime
and
Soothing Vanilla

No bacteria filled wicks or filters are required
and
the air revitalizer also helps to maintain
optimum humidity levels
The soothing blue light adds ambiance to any environment

brethe Refreshing Citrus Solution
Model number BRT S120

8 oz refill of the Refreshing Citrus scented solution
designed for use with the brethe air revitilizer

Features

Refreshing Citrus Scent

The active

(this word means absolutely nothing except to make it sound spectacular yet it can have so many meaning...activated chemicals....working ingredients, not the fillers. It makes the consumer believe that whatever the ingredients are...they should be very important to you)

ingredients in the botanical solution are derived

(again, another fancy word and it is very important you understand what this one means because it changes what comes next....the meaning of the word "derived"....copied....to be harsher..plagiarized)

from 100% natural botanical extracts

(in this case synthetically copied...not naturally derived)

Completey safe

It is environmentaly safe non-toxic non-pollutant non-flammable biodegradable

and
alcohol-free

brethe botanical is safe for all rooms in the home or office
and is not harmful to pets

Long lasting

While the Refreshing Citrus Fragrance

(the word "fragrance" is a dead give away that the product is not natural...any time you see this you are dealing with a synthetic scent)

will last up to six hours
the deoderizing anti-bacterial
and
anti-fungal
will continue for up to 24 hours

As long as the brethe is running, the "rainforest" washing effect continues.


Be Informed
Know what you are buying
Refuse to be duped by the
Marketing Geniuses


Over and over again
Insulting our intelligence
by striking at our hearts

(most products are purchased with the heart, yearning to make our homes safe for loved ones)