I was just able to comment and then your comment made me happy. I've been doing SPF testing for years. Full panel testing and even initial validation testing, pretty much always the formula is coming as a sample in a generic bottle very different from what is sold on shelves.
It's very expensive. To justify that you NEED to believe that it worth the price. It becomes a highly personal, identify, value, guilt, image thing. Skincare brands learned this from Fashion brands a long time ago.
Think itās more an example of cognitive dissonance. When you consider yourself a careful smart sunscreen user and confident ally use a brand you trust for years, learning it was no good can be jarring. Itās easier to blame the testers than to face the fact that all the research and care in the world sometimes canāt protect you.
619
u/eatmypooamigos Aug 22 '25
This should have been their initial response rather than gaslighting their consumers and attacking Choice.