At this point in my career, I’ve been around the beauty block, and I have to say, I can spot a marketing gimmick as easily as I can find the nearest nail salon in a desolate town. And with so many beauty products coming out every single day, some new brands need gimmicks—after all, in a crowd, the loudest person in the room is the one that gets heard.
With all of that said, when beauty jeans debuted, I let out an audible sigh. “Who wants to wear pants with aloe vera inside of them? What happened to good old fashioned jeans—you know, the kind that don’t have to do anything except make your butt look good?”
In a day and age when a skin care product can’t just do one thing—it has to stop wrinkles, protect you from the sun, cover your pimples and have a portion of profits dedicated to curing breast cancer—it almost seems like a cream has to be, literally, extraordinary in order to get noticed. Or, I suppose, it has to break into a whole new market: fashion.
Wrangler’s Denim Spa Moisturizing Jeans ($145) are doing just that. It’s skin care, in your pants. The brand launched three kinds of beauty jeans: Smooth legs (which contain retinol and caffeine to improve cellulite), olive extract (for dry legs that need a constant dose of moisture) and aloe vera (for sensitive skin).
If you are, like me, wondering how this actually works, don’t worry, I found out. Apparently the jeans are sprayed with cosmetic microcapsules of the skin-care treatments during their manufacture. The jeans are then heated to bind the ingredients to the fabric. Once you have purchased them, the friction caused by your legs against the microcapsules causes them to release from the jeans and on to your skin.
Now, whether or not these jeans actually work to relieve dry skin or fight “orange peel skin,” I can’t comment. All I know is that when I took the question of “would you try these jeans” to our NewBeauty Facebook followers, I got these types of replies:
“I’d have to see clinical testing proof [that they work].”
“Something like the Reebok Easytone – scam!!!!”
So while it’s true that at this moment, the gimmick of beauty jeans has caught our attention, hype doesn’t always lead to sales. Which is all the more reason to pay attention to the brands that are providing real, proven results, not the ones trying to recreate the wheel or formulate a serum that can also babysit your kids.
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