From contact lens solution and eyedrops to cosmetics and skin care products, we're the recipients of almost constant marketing techniques designed to make us feel unattractive and unhealthy. Beauty branding is one of the biggest markets in advertising, but the simple truth is that there are almost no chemical differences between the various products in this category.
In fact, Allure magazine says that most makeup artists swear by Maybelline mascara for the majority of their work [source: Beautystat.com]. As cosmetic chemist and founder of beautystat.com Ron Robinson explained, "There are no rules against making an exact copy." It's just the branding and lifestyle associations we have with more expensive products that makes the difference.
While some high-tech products like anti-aging creams may be patented, the majority of generic cosmetics and skincare lines are formulated in near-perfect replication of more expensive lines. Walmart's Equate line of health and beauty products is regularly singled out for its quality, and other store-brand generics can be as inexpensive as they are useful.