Truth in Advertising, revisited

Back in September I posted a short article on Truth in Advertising. After reading an article today written by Vern How Chan [1], I felt the need to expand my original article and while I don’t like to promote my own business in my blog environment I can no longer sit back while others misrepresent what our product is or is not.

My primary business is as an independent distributor for Scent Sations who makes Mia Bella Candles. If you don’t live under a rock you have probably heard of our products. If you have looked for a home business you have probably seen a multitude of advertisements and websites promoting our products.

This is where the problem has taken deep root. Our candles are not Soy Candles, but you will see them advertised as a Soy Candle at just about every level of distributor from the bottom all the way up to our top distributors.

Technically for a candle to be a “Soy Candle” it must contain 25% soy wax which ours do not. Clearly many of our distributors are told in the recruiting process that our candles are made of soy as that is what is reflected on the different distributor’s personal websites but it simply is not the truth.

Another common claim about our candles is that they are “Healthier” than paraffin (or other types) candles. Again this is not true and no solid research has been done to back up this claim. Our candles defiantly burn cleaner than any other candle I’ve used, but that doesn’t mean they are “healthier” than other candles.

In the early days of my business I also made this claim because it was the information I was given by my sponsor and upline. It is an unsubstantiated claim and could be construed as medical advice which crosses a dangerous line in any industry. My marketing strategy has evolved as my knowledge base has grown and I have corrected my advertising efforts to reflect my products in a truthful light.

In an effort to make sure that I was marketing our products with accuracy I emailed our VP of Marketing about our products with some pointed statements about our product line. My request was for him to confirm or deny my statements, here’s what I got back:

Our candles are not a “soy” candle

We have not promoted our candle as a soy candle since 2001 when we were a soy candle....ever since we have kept the information updated on the websites and the company materials...

Our Candles are made from “vegetable wax”

From Carmen[2]: soy, palm and other natural waxes are called vegetable wax in the trade...we use a vegetable wax blend....if there is any soy in that blend, its a very small blend...we prefer to say there is no soy

Our candles do not contain “beeswax”

Because of the mystery that is wiping out about 70% of the bee population in the USA which has consequences more dire than global warming or terrorism, beeswax is not in our current formula, actually, that is a positive for many vegetarians who wont burn beeswax

Distributors should not make health claims about our candles, i.e. “healthier” than other candles

Correct.....we are now a big and growing company ..we must be very careful of wording that could be construed as a medical claim

Distributors should not promote our candles as a longer burning candle as the burn times of any candle is subjective to environmental conditions and there is no conclusive testing that has been done to prove this statement on behalf of our candle products.

That is correct

With the exception of the beeswax and the burn times of our candles I had been marketing ethically by providing my prospects and customers with the truth about what our candles are and what they do. I have made the adjustments in my advertisements to reflect the new information about both beeswax and burn times.

I am very proud of the gourmet candles that I represent as an independent distributor. It is a stand alone product in the candle industry because of it’s ability to burn clean and it simply smells better than any candle I’ve ever used.

The result of my not using the buzz words and misinformation in my ad campaigns has affected the growth of my team. I recruited many more distributors when I was providing the wrong information, however it is my firm belief that marketing honestly and not using buzz words to describe my products has enabled me to build a very firm foundation for my business.
Providing my team of distributors with accurate information and solid leadership based on facts and not hype will in turn make my team strong and profitable in the long haul.

[1] Read Vern’s Review of Scent Sations and Mia Bella Candles
[2] Carmen is our Master Chandler