Because WETNESS is the essence of BEAUTY.

One of my biggest advertising pet peeves is the completely fake science that is always used in ads for moisturizers, shampoos, etc. (Or I should say, it used to be one of my greatest advertising pet peeves, until I stopped watching TV more than a year ago! I'M FREE!) They show these totally hokey "diagrams" of the "cells" being "regenerated," but the whole schtick has about as much scientific accuracy as any other cartoon you see on TV. I buy shampoo and moisturizer based on the same criteria as everyone else: 1. does it make my hair/skin look OK? 2. does it smell like something delicious that you would want to eat? I don't want my decision-making clouded by false or irrelevant information. So I was happy to read this article in the UK's Times: "Skin cream science is branded as ‘waffle’".

Leading cosmetics companies are making claims about the rejuvenating properties of their best-selling products that are scientifically incomprehensible and insult customers’ intelligence, pharmacists say.

Debunking fake advertising science: Hot. Using the word "Waffle" in a headline: even hotter.

Also from the "ridiculous advertising campaigns" department, anti-fur organizations are warning consumers that major retailers are incorrectly labeling real fur as 'faux.' This is not only sneaky and ironic, it's also illegal. Oh, and stupid. So, just to recap: Sneaky, ironic, illegal, and stupid.