Right?

I just got through writing an article about the biochemical origins of life for a research institute. It’s a summary of a symposium I attended in March and features comments from chemists, astronomers, planetary science folk, and geologists. One of the scientists I interviewed is a biochemistry researcher. We had a few rounds of email about her work and then got to “chit-chatting” about non article-related stuff. She regaled me with the tale of doing some shopping a while back and she noticed a window ad for mineral cosmetics. The ad said something like “Our new powder makeup contains no chemicals, only pure minerals.”

Who here doesn’t see the faulty thinking in that ad copy?***

Here’s a chance to do a little critical thinking and apply it to ad copy–something we should all do, particularly when it comes to claims of “scientific formulas” that are guaranteed to do this or that to make you look younger, have more hair, lose weight “overnight” and so forth.

***If you figured it out immediately that minerals ARE chemicals, give yourself a pat on the back and indulge in a few moments of unalloyed smugness.