WIO

many year

DURATION

Evidence in r/skincareaddiction — Skincare

Trend support

Rising+0.2 pp
Current seven-day window
Current 2026-09-19 → 2026-09-25
Comparison seven-day window
Comparison 2026-09-12 → 2026-09-18
Distinct-document support
Seen in 10 current vs 1 comparison posts/comments
Mentions
10 current vs 1 mentions

Windows are complete UTC days compared with the preceding seven. How trends are measured.

Attention over time

7-day rolling share of analyzed posts/comments mentioning this entity · 90 daily points ending 2026-09-25

Final complete day: 2026-09-25. Attention was 0.3% — this entity appeared in 10 of 3,685 analyzed posts/comments in the seven days ending that day (10 mentions).

0%1.0%Jun 28Aug 11Sep 25

Hover, touch, or focus the chart (Tab) and use the arrow keys — each point is one seven-day window.

View all 90 data points (semantic table)
Week endingSeven-day rangeStatusPrevalenceSeen inMentionsAnalyzed
2026-06-282026-06-22 → 2026-06-28Comparable0.1%3 of 3,68033,680
2026-06-292026-06-23 → 2026-06-29Comparable0.1%3 of 3,56533,565
2026-06-302026-06-24 → 2026-06-30Comparable0.1%3 of 3,58033,580
2026-07-012026-06-25 → 2026-07-01Comparable0.0%1 of 3,43713,437
2026-07-022026-06-26 → 2026-07-02Comparable0.1%3 of 3,39433,394
2026-07-032026-06-27 → 2026-07-03Comparable0.1%3 of 3,44333,443
2026-07-042026-06-28 → 2026-07-04Comparable0.1%3 of 3,28343,283
2026-07-052026-06-29 → 2026-07-05Comparable0.1%3 of 3,14543,145
2026-07-062026-06-30 → 2026-07-06Comparable0.1%4 of 3,15053,150
2026-07-072026-07-01 → 2026-07-07Comparable0.2%5 of 3,10263,102
2026-07-082026-07-02 → 2026-07-08Comparable0.2%5 of 3,14563,145
2026-07-092026-07-03 → 2026-07-09Comparable0.1%3 of 3,19243,192
2026-07-102026-07-04 → 2026-07-10Comparable0.1%3 of 3,24943,249
2026-07-112026-07-05 → 2026-07-11Comparable0.1%2 of 3,35823,358
2026-07-122026-07-06 → 2026-07-12Comparable0.1%2 of 3,39223,392
2026-07-132026-07-07 → 2026-07-13Comparable0.0%1 of 3,35913,359
2026-07-142026-07-08 → 2026-07-14Comparable0.1%2 of 3,34023,340
2026-07-152026-07-09 → 2026-07-15Comparable0.1%3 of 3,29533,295
2026-07-162026-07-10 → 2026-07-16Comparable0.1%4 of 3,27143,271
2026-07-172026-07-11 → 2026-07-17Comparable0.1%4 of 3,18243,182
2026-07-182026-07-12 → 2026-07-18Comparable0.2%5 of 3,36453,364
2026-07-192026-07-13 → 2026-07-19Comparable0.2%5 of 3,42553,425
2026-07-202026-07-14 → 2026-07-20Comparable0.2%7 of 3,51373,513
2026-07-212026-07-15 → 2026-07-21Comparable0.2%6 of 3,44563,445
2026-07-222026-07-16 → 2026-07-22Comparable0.2%5 of 3,29153,291
2026-07-232026-07-17 → 2026-07-23Comparable0.1%4 of 3,19643,196
2026-07-242026-07-18 → 2026-07-24Comparable0.2%6 of 3,11063,110
2026-07-252026-07-19 → 2026-07-25Comparable0.2%5 of 2,85952,859
2026-07-262026-07-20 → 2026-07-26Comparable0.2%5 of 2,85252,852
2026-07-272026-07-21 → 2026-07-27Comparable0.1%4 of 2,82842,828
2026-07-282026-07-22 → 2026-07-28Comparable0.1%3 of 2,81532,815
2026-07-292026-07-23 → 2026-07-29Comparable0.1%4 of 3,10843,108
2026-07-302026-07-24 → 2026-07-30Comparable0.1%4 of 3,47643,476
2026-07-312026-07-25 → 2026-07-31Comparable0.1%3 of 3,51933,519
2026-08-012026-07-26 → 2026-08-01Comparable0.1%4 of 3,66943,669
2026-08-022026-07-27 → 2026-08-02Comparable0.1%4 of 3,75743,757
2026-08-032026-07-28 → 2026-08-03Comparable0.1%3 of 3,96133,961
2026-08-042026-07-29 → 2026-08-04Comparable0.1%3 of 4,25734,257
2026-08-052026-07-30 → 2026-08-05Comparable0.1%2 of 3,82523,825
2026-08-062026-07-31 → 2026-08-06Comparable0.1%2 of 3,08323,083
2026-08-072026-08-01 → 2026-08-07Comparable0.0%1 of 2,64612,646
2026-08-082026-08-02 → 2026-08-08Comparable0.0%0 of 2,13502,135
2026-08-092026-08-03 → 2026-08-09Comparable0.0%0 of 1,61201,612
2026-08-102026-08-04 → 2026-08-10Comparable0.0%0 of 1,23201,232
2026-08-112026-08-05 → 2026-08-11Comparable0.0%0 of 9660966
2026-08-122026-08-06 → 2026-08-12Comparable0.0%0 of 1,37501,375
2026-08-132026-08-07 → 2026-08-13Comparable0.1%1 of 1,97911,979
2026-08-142026-08-08 → 2026-08-14Comparable0.1%2 of 2,45922,459
2026-08-152026-08-09 → 2026-08-15Comparable0.1%2 of 3,09523,095
2026-08-162026-08-10 → 2026-08-16Comparable0.1%2 of 3,49523,495
2026-08-172026-08-11 → 2026-08-17Comparable0.1%2 of 3,60923,609
2026-08-182026-08-12 → 2026-08-18Comparable0.1%2 of 3,76823,768
2026-08-192026-08-13 → 2026-08-19Comparable0.1%3 of 3,72233,722
2026-08-202026-08-14 → 2026-08-20Comparable0.1%2 of 3,72423,724
2026-08-212026-08-15 → 2026-08-21Comparable0.0%1 of 3,76213,762
2026-08-222026-08-16 → 2026-08-22Comparable0.0%1 of 3,54513,545
2026-08-232026-08-17 → 2026-08-23Comparable0.0%1 of 3,61213,612
2026-08-242026-08-18 → 2026-08-24Comparable0.0%1 of 3,75413,754
2026-08-252026-08-19 → 2026-08-25Comparable0.0%1 of 3,55013,550
2026-08-262026-08-20 → 2026-08-26Comparable0.0%1 of 3,50013,500
2026-08-272026-08-21 → 2026-08-27Comparable0.0%1 of 3,31013,310
2026-08-282026-08-22 → 2026-08-28Comparable0.0%1 of 3,40213,402
2026-08-292026-08-23 → 2026-08-29Comparable0.0%1 of 3,39613,396
2026-08-302026-08-24 → 2026-08-30Comparable0.1%2 of 3,44923,449
2026-08-312026-08-25 → 2026-08-31Comparable0.1%2 of 3,32623,326
2026-09-012026-08-26 → 2026-09-01Comparable0.1%2 of 3,35823,358
2026-09-022026-08-27 → 2026-09-02Comparable0.0%1 of 3,30313,303
2026-09-032026-08-28 → 2026-09-03Comparable0.0%1 of 3,29313,293
2026-09-042026-08-29 → 2026-09-04Comparable0.0%1 of 3,17213,172
2026-09-052026-08-30 → 2026-09-05Comparable0.1%2 of 3,09923,099
2026-09-062026-08-31 → 2026-09-06Comparable0.0%1 of 2,91812,918
2026-09-072026-09-01 → 2026-09-07Comparable0.0%1 of 2,85212,852
2026-09-082026-09-02 → 2026-09-08Comparable0.0%1 of 2,97112,971
2026-09-092026-09-03 → 2026-09-09Comparable0.0%1 of 3,00413,004
2026-09-102026-09-04 → 2026-09-10Comparable0.0%1 of 2,88212,882
2026-09-112026-09-05 → 2026-09-11Comparable0.0%1 of 2,71212,712
2026-09-122026-09-06 → 2026-09-12Comparable0.0%0 of 2,77202,772
2026-09-132026-09-07 → 2026-09-13Comparable0.0%0 of 2,83602,836
2026-09-142026-09-08 → 2026-09-14Comparable0.0%1 of 2,76712,767
2026-09-152026-09-09 → 2026-09-15Comparable0.0%1 of 2,52112,521
2026-09-162026-09-10 → 2026-09-16Comparable0.0%1 of 2,55312,553
2026-09-172026-09-11 → 2026-09-17Comparable0.0%1 of 2,73212,732
2026-09-182026-09-12 → 2026-09-18Comparable0.0%1 of 2,81512,815
2026-09-192026-09-13 → 2026-09-19Comparable0.1%2 of 2,68922,689
2026-09-202026-09-14 → 2026-09-20Comparable0.1%2 of 2,70622,706
2026-09-212026-09-15 → 2026-09-21Comparable0.1%2 of 2,99022,990
2026-09-222026-09-16 → 2026-09-22Comparable0.2%6 of 3,26363,263
2026-09-232026-09-17 → 2026-09-23Comparable0.2%8 of 3,63183,631
2026-09-242026-09-18 → 2026-09-24Comparable0.3%10 of 3,717103,717
2026-09-252026-09-19 → 2026-09-25Comparable0.3%10 of 3,685103,685

Each point is a seven-day rolling window of complete UTC days; a point is comparable only when at least 100 analyzed posts or comments fall inside it. A day with no analyzed records counts as zero; missing coverage is marked and never shown as zero. The series ends at the latest complete analyzed day — it never extends into the current incomplete day. How attention is measured.

Recent mentions

  1. Post

    [Routine Help] New Routine, Looking for Suggestions and Guidance - I’ve dealt with acne for many years, it was almost entirely resolved for 2 years but came back around 6 months ago. It has gotten a bit better (more whiteheads instead of cystic), but it is still rough. I’m currently readjusting my routine to try and account for that, as well as some of the other issues I’m facing. Going to attach pictures for reference in case that helps, I apologize for the wacky censoring but I’m trying my best to protect my anonymity. My new routine is: Mornings: \- Normal shower, last thing I do is apply CeraVe Acne Foaming Cream Wash, contains 10% BP\*. Let sit for \~2 minutes before rinsing. \- Shave with Fragrance Free Aveeno Therapeutic Shave Gel. Currently use multiblade cartridges which I recently found out can irritate skin, so I will be switching to a single blade safety razor. I clean my razor after shaving with 91% isopropyl alcohol, air dry, and then store it in a ventilated container. \- Splash face with cold water, apparently this helps. Pat dry. \- Wait 5 to 10 minutes, then apply Neutrogena Clear Face Sunscreen, SPF 50\*\*. Very careful with the amount here, have found that middle + ring finger length of sunscreen is the perfect amount to get a single layer of full coverage. Before Bed: \- Brush teeth before washing face to avoid contamination or toothpaste residue. \- Wash hands, rub warm water into face, then use CeraVe Hydrating Facial Cleanser. Run in vigorous circles across whole face for \~30 seconds, then rinse with warm water. \- Pat face dry. Apply a thin layer of CeraVe Oil Control Moisturizing Gel-Cream, a fairly small amount just to get a very thin layer of full coverage. \- Wait \~10 minutes, then apply a pea sized amount of Walgreens 0.1% Adapalene Treatment Gel\*\*\*. Dot across face, chin first then forehead then the last little bit on bridge of nose. Rub in across entire face (avoiding lips, nostrils, eyes of course). \- Wait 5-10 minutes, or until Adapalene feels like it has fully absorbed. Finish off with my normal application amount of CeraVe Gel-Cream, for a generous complete coverage. Then I lay down for the night\*\*\*\*. \*I have been using once daily 10% BP for nearly 2 years. I know some people can’t handle that concentration, but it works very well for me and was pretty much my only skincare prior to acne returning. \*\*Daily facial sunscreen has been on and off for me, but at this point I use it pretty religiously. I only reapply if I am spending more than an hour or so with direct sunlight on my face. The only downsides I have noticed are that it messes up my hair after a few hours (my hair comes into contact with my forehead), and after \~4 hours my face becomes visibly greasy. This may be due to other things which I will touch on at the bottom of the post. \*\*\*Adapalene is brand new to my routine. I am currently using it every other day, and if my skin isn’t having any reactions after 2 weeks of use I will move to daily. I have used it twice now and have not had any noticeable side effects, but I know it is something that builds up so I am being cautious. \*\*\*\*Historically a side sleeper which has caused me problems on my right side (preferred side). I am currently attempting to retrain myself to sleep on my back with a fair amount of success. I have also adopted the habit of switching out my pillowcase once a week, which hopefully helps. Other important things of note: \~2 months ago I began daily Adderall use at what would be considered a high dosage. It is a necessity for me, but I am naturally a very heavy producer of sebum, and I have seen plenty of sources showing stimulants can increase this even further. I am nearly 100% certain the oily face is due to the medication rather than the sunscreen. I take a combination medication/supplement for hair loss. It contains a megadose of Biotin. My current lifestyle makes this the best option for me, however I plan to cut out the biotin completely within the next 6-8 months when able. But for now, my understanding is that the Adapalene should make this a non-issue assuming I can continue with that. What am I specifically addressing with this routine? My goals are fairly straightforward, and through my research Adapalene seems to be the thing that will make a difference: \- Clear skin. Occasional breakouts are normal, but I am so tired of living a life of year-round acne. \- Reduce pore visibility. As you can see in the pictures provided, I have what are probably the largest pores I have ever seen irl. I know from my teenage years that most of my pores can fit a toothpick inside of them, in case the pictures don’t do it justice. The majority of these pores are plugged, which the Adapalene will certainly help resolve. It is also my understanding that it will facilitate a significant reduction in the stretch of these pores by strengthening the surrounding skin to hold them in place. I know there aren’t major functional changes, but aesthetically it is something I greatly desire. \- A lessening of the visibility of acne scarring. My temples have very deep rolling scars which I do not expect to see significant improvements, however (as shown in the nose image) my inner cheeks have scarring that is quite a bit shallower and I am hoping to see a reduction in the severity of these over 6-12 months of Adapalene usage. \- A lessening of the visibility of forehead lines. Over the past year my forehead lines have become significantly deeper. I know they are likely not very prominent to outside observers, but I would like to start the process of softening/repairing the static lines over the course of usage. What do I not know how to resolve, don’t understand, or simply need help with? \- Redness in the face. I have pale redhead genes, so a lot of it is simply unavoidable reddening in hot weather or with physical exertion. However, especially on my inner cheeks and nose, I have developed a passive redness that seems to be there all the time. I don’t know what could be causing this or how to tackle it. \- My back. Honestly at this point I have ruled my back as unfixable with topicals. I have tried every over the counter acid and chemical wash I can find, and none of it impacts my back. I know the skin is quite different from the face, so if anybody has any tips I would love to know, but at the end of the day I know I’ll need Accutane to resolve it. I would do it now, but that shit is expensive. I am planning on a round of Accutane probably about a year from now when the financials are more stable. If anybody is curious, it is full back (shoulders to waist) coverage, a combination of surface, combination, and nodulocystic acne. Since my teenage years I have also tried one prescription topical retinoids and have been offered Accutane by two dermatologists, but just haven’t been able to afford it. Well that was a lot more long-winded than I anticipated. If anybody is crazy enough to read this whole thing, I really appreciate it. If any other info or pictures would be thankful please don’t hesitate to ask. Thank you!

  2. Comment

    I use COSRX Hydrium Centella Aqua Soothing Ampoule. I think my skin likes the Centella very much. It has more of a calming effect on me but is not hydrating enough for me. Right now I struggle to find a creme that I can put on top of it. I actually used Neutrogena with 4% Niacinamide and Pathenol for a long time but now my skin gets angry. I also tried a moisturizer by the Ordinary with Beta Glucan but my skin doesn't like it either (hope it's not because of the Beta Glucan because this is also a good alternative to hyaluronic acid). Some people say that you must stop with everything when your skin barrier struggles, even with moisturizers. But I don't know. Regarding Vitamin C: My skin was meh with every serum I tried. But I knew that it works because I created it myself for many years. Maybe, if your skin gets better, you can try it again. I found the instructions on this sub some years ago :)

  3. Comment

    I was on minocycline for many years and it lead to me developing IIH (aka pseudotumor cerebra). Get off of it asap!!!

  4. Comment

    Because you're only 24, there aren't a lot of procedures that are going to be "worth it" simply because your skin is at it's peak in terms of collagen production. A lot of lasers and even microneedling are not really targeted for your age, they'll deliver better results for older skin. Sure, some aestheticians will tell you to do microneedling, but it's just because they want your money. You really won't get much out of that until your mid to late 30s. For sun spots or hyperpigmentation, some of the lasers might help, but you don't need anything too intense. Maybe even just IPL (2 sessions spaced 1 month apart). I don't think clear + brilliant or pico lasers are the best for your current age and skin goals. Also, starting a retinoid is probably not a terrible idea if you really want to be ahead of the curve on skincare. It will help with skin texture and mild hyperpigmentation, but it's totally optional at age 24. Considering your age, if you went that route, I would suggest starting at a 0.3% retinol (or close to that strength). Honestly, the Prequel Retinal Renew is a good product to start with and so is the Remedy For Healthy Aging night serum. If you start with a low-strength one like that, do that for 6 months to a year, then bump up to a 0.5%. For the 0.5%, SkinCetuicals makes a good one, or you could also try the Medik8 Crystal Retinal level 6 or 10. After about 6 months to a year of that, bump up to a 1% Retinol, so that would be SkinCeuticals 1.0 or Paula's Choice 1% Clinical Retinol Serum. \~None of these require a prescription. You could honestly just stay on the Retinol 1% for many years until you get into your 30s and then think about switching to prescription strength Tretinoin.

  5. Post

    Dix Hectares - The "Grand Cru" Skincare Scam [PSA] - Hey everyone, Before I go into this, I have a background in wine, and while I won't say I have a "passion" for skincare (that sounds a bit corny to me personally), I enjoy it and I understand why people buy what they buy. I'll even indulge a good marketing campaign from time to time (cough La Mer cough Augustinus Bader), go in with a "hey, you never know" attitude, and try to have some fun with it. That being said, I went on Niche Beauty today and saw a new product from a brand called Dix Hectares which translates into "ten hectares". A hectare is a term used when measuring the size of a vineyard and is equal to 10,000 square meters. Given its name, I was naturally interested in the brand overall. When reading the product description for The Seasonal Cream Autumn-Winter, priced at **$357**, on Niche Beauty, I came across this sentence: >"The GEO3Active™ matrix—Angelica osmolytes, aquaporin-inducing rye, and lupin peptides, with seasonal botanicals grown on the Grand Cru estate". This is when I thought "wow, this doesn't make any sense whatsoever". Now, before you think I'm just a "hater", let me explain: # Who's behind Dix Hectares Let's start with who founded Dix Hectares: **Charlotte Bouygues**. Charlotte Bouygues is the daughter of Martin Bouygues who, in 2006, acquired Château Montrose together with his brother Olivier. Montrose is located in the Saint-Estèphe subregion of Bordeaux. Charlotte graduated from Babson College with a BA in Business Administration. She then spent roughly three years at a beauty company that isn't considered luxury, so the filters will remove this post if I name it. I'll give you a hint: it rhymes with f'Oréal. There she worked as an intern and participated in the Management Development Program. After that she headed advertising sales at TF1 Publicité, moved to TF1's programming team, then ran e-commerce at Aufeminin (a TF1 subsidiary) from 2019 to 2021 before joining her family's holding company, SCDM. She is now president of Eutopia Estates, the Bouygues family's wine division (seven properties) of SCDM. **My point in saying this:** her career has primarily focused on brand marketing, advertising, e-commerce, and commercial strategy rather than chemistry, cosmetic formulation, or technical R&D. Marketing appears to be her strong suit, which is a core component to understanding what's going on here. That being said, no complaints so far. # The state of the wine industry Now that we have a bit of background on the founder of Dix Hectares, let me paint you a picture of the current global wine market: **In short, it's going down the tubes.** There is a severe under-consumption/over-supply issue that has some regions in a crisis to the point where producers are just ripping out vines entirely. One region where this practice is prevalent is Bordeaux, where Château Montrose is located. This drastic shift in consumer demand has also meant that Bordeaux's En Primeur system (where buyers purchase wine that isn't bottled yet at discounted prices, which allows wineries to receive money in advance) is also not doing too hot. If you would like to read more about this, or think I'm making things up, click this. This now means producers are having to find creative ways to generate income due to lack of demand for their products, most of which revolve around wine tourism. To be fair, I can't prove Dix Hectares was born exactly for this reason. Charlotte started work on the brand in 2021, the parcel was prepared in summer 2022, and the vine pull-up scheme and the En Primeur flops came after, in 2023-24. Though, a classified Bordeaux estate launching a non-wine luxury line in this climate should raise some questions in my opinion. I personally feel they predicted the post-covid nosedive of the overall wine market was coming and were trying to be proactive. Again, that's speculation, I do not have that confirmed. And, quite frankly, I don't have a problem with it. That is, until we get to Dix Hectares' marketing strategy. This is where I find things manipulative and, quite frankly, deceptive. Dix Hectares' "secret sauce", or competitive advantage for those of you who took a marketing course, appears to be the combined concepts of **vertical integration** and **provenance**. Provenance in the sense that all the botanicals used to make the plant extracts in Dix Hectares' products are grown on one specific 10 hectare parcel of Montrose's 125 hectare estate. Vertical integration in the sense that, along with growing their own plants, their R&D lab is also located near Château Montrose. Okay, so far I'm okay with what is going on here. # The "Second Grand Cru Classé" Now, let's break down some of Dix Hectares' marketing copy. We'll start with their own website: >"Forty years later, the estate was awarded the appellation of Second Grand Cru Classé, a distinction made all the more exceptional by the fact that it honored the youngest vineyard in the classification. This recognition reflects both the hard work of those who cultivate it and the unique qualities of this site." **→ True.** Château Montrose was declared a second growth in the 1855 classification of Bordeaux. Now, if you're asking "classified as a what? a growth? do I need to go to the doctor or something?" that's exactly where your mind should be at. And yes, please go for an annual physical at the very least. Silliness aside, this is where things are going to get a little "wine geeky". Though, it is imperative to understand what this classification actually did, what it means in reality, and how it is being used to manipulate us. # What the 1855 classification actually is The 1855 classification ranked producers in the order of "first growth" (Lafite, Latour, Haut-Brion, Margaux, with Mouton being added later in 1973) to "fifth growth". Think of how the Michelin Guide ranks restaurants, same concept at play here. This classification was based solely on wine price at the time... ...not on a blind tasting to assess quality... ...not based on a soil composition analysis... ...only by the price per tonneau each château's wine had commanded at the time. Period. Full stop. End of sentence. *Fun fact: a tonneau is a term used in Bordeaux to measure the volume of wine. One tonneau is equivalent to 900 liters of wine (roughly 1,200 750ml bottles or four 225L barrels aka Bordeaux barrels... Burgundian barrels are 228L... okay being a nerd wasn't the point here, I digress).* All jokes aside, it is imperative to understand that **the 1855 classification ranked châteaus specifically, not the land upon which the château sits.** I will say this one more time for the people in the back: **The 1855 classification ranked châteaus specifically, not the land upon which the château sits.** As Bordeaux is a blending culture, the region celebrates the winemaker's ability to blend different varieties versus the land the grapes were grown on. Burgundy, on the other hand, celebrates the land and the producer is secondary. Why does this distinction matter? Why do I need to know all of this? I don't even drink wine, why should I care? Where's Old Man Jenkins?! These are all great questions, let me explain: # Burgundy vs. Bordeaux: what "Grand Cru" means In **Burgundy**, the term Grand Cru holds meaning in regards to land. It is a designation attached to a single plot of land that directly indicates quality. That is why vineyards such as Musigny, Chambertin and, of course, Romanée-Conti command such high prices, because the land itself dictates quality. The groundwork for the Burgundian classification system was laid by the monks who mapped and delineated the region's individual plots (climats) over centuries, codified by Dr. Jules Lavalle in 1855, and made official with the AOC system in 1936. In **Bordeaux**, the term "Grand Cru" literally means nothing when it comes to land. There is no official document assessing whether the soil under Château Montrose is better or worse than the soil under Château Lafite, because that question was never asked. The 1855 classification ranking belongs to the estate, not the ground. For example, Château Latour can buy a new vineyard and the parcel would be classified with the same designation as Château Latour, which in this case is as a first growth. The 1855 Classification does not, on its own, support the ideology that a parcel owned by a classified château is somehow inherently superior to another's. That's not what they did here, nor does the region claim to have done this. # "Cultivated on a Grand Cru terroir" Okay, now that we got the geekiness out of the way, let's move on to, you guessed it, more marketing copy! Let's go to a tagline on Dix Hectares' official website: >"French skincare, cultivated on a Grand Cru terroir Developed in harmony with the seasons Designed for your skin longevity" **→ Manipulative to the point where it becomes a flat out lie.** First, terroir is the combination of a vineyard's soil, climate, topography, and other natural conditions that influence a wine's flavor profile and overall development. How we use the phrase "it's everything" is essentially how winemakers use the word terroir. From what we learned about the 1855 Classification, we can conclude that the "terroir" is not Grand Cru, the château is Grand Cru. Calling this a "Grand Cru terroir" takes the prestige of Château Montrose's classification and transfers it to the physical land on which Montrose is founded on and Dix Hectares grows its skincare ingredients. That is not how this works, even in the slightest. Nothing about the 1855 Classification states that plants grown on this land are inherently superior to plants grown somewhere else, much less that they make better skincare ingredients. What makes my head spin is the fact that Dix Hectares is basically taking the Burgundian classification system, copy and pasting Bordeaux into it, and hoping nobody bothers to fact check it along the way. And she can't say it's due to ignorance or "I didn't know", Charlotte Bouygues sits on the board of the Conseil des Grands Crus Classés du Médoc, the official trade organization representing the producers in the 1855 Classification. So to me, it comes across either as arrogance or as thinking we're too stupid to make this connection. Any way you put it, I don't like it. # The "open-air laboratory" Okay, one last claim and then I'll stop. This last bit did make me giggle, and I do like giggling: >"Too fertile for vines, which prefer more hostile soils, one of the estate's plots had been untouched. It was then that the idea was born to exploit its potential and use it as an open-air laboratory, where the botanical essences essential to the development of the Dix Hectares formulas now flourish." **→ The level of tomfoolery here has reached an all time high.** Let me translate this for you: **"We have a plot of land we don't know what to do with."** Nothing inherently false here, I just feel it's one of the best examples of massaging the truth via marketing I have seen to date. But let's read it again, because it does more damage than Dix Hectares realizes. By their own admission, this parcel is the one piece of Montrose that has nothing to do with the classified wine, it's the land Montrose won't put vines on. The same page even says the plot sat unplanted for many years, So even if, by some stretch of the imagination, you gave them "Grand Cru terroir", the skincare plot is exactly the vineyard that has never produced a drop of "Grand Cru" wine. It has nothing to do with the classification system and I don't think Dix Hectares even realizes what they did here. The website even has a section that says "Is It Possible To Visit The Parcel?" to which the answer is "Our farm is not currently open to the public. However, please feel free to send us a request. We would be happy to explore the possibility of welcoming you under the best possible conditions." "Our farm is not currently open to the public..." is Dix Hectares trying to create an aura of exclusivity. By all means, go visit Château Montrose for its winemaking, it's truly some of the best in the region, and to explore Bordeaux along with its other producers. It's a magical place and winemakers need our support now more than ever. For me, it's about exploring and preserving a culture. While we may not share the same values in the US, wine plays a big part of everyday life in Europe, and to see it vanish would be a shame considering all the hard work producers put into their land over hundreds of years and into making wine itself. That being said, flying over 4,000 miles in a metal tube to go see some random plot of land that you somehow think is the pinnacle of farming because you fell for Dix Hectares' marketing scheme is insane. # What I'm trying to get at is... I feel the skincare industry as a whole needs to focus less on storytelling and more on creating formulas that are effective, cosmetically elegant, and formulated well. I understand there's an emotional component to this, it's how a brand like La Prairie has become so popular and is still around today. But when the story doesn't make sense is when we start to see the cracks, and that just takes the fun out of skincare for me personally. Personally, I would have loved to see Dix Hectares as a potential rival to Caudalie. There, and around that price point, Dix Hectares' competitive advantages actually make sense. Over time, I could potentially see them overtaking Caudalie if they capture a niche target audience initially and build it over time. But going for the high-margin money grab from the start with a messy, illogical marketing campaign is what I hate to see, it's like brands like this think we're stupid and that we'll just throw money at anything. This is not the case, at least for me. Some may argue, "well why not email them directly, why do this so publicly?" I chose this route because all brands need to see this, not just Dix Hectares. Brand building isn't about deception, it's about making a product or service that a target audience actually finds valuable. The consumer decides whether there is value in your product, not the brand. In closing, thank you for coming to my TED Talk and, guess what, we found Old Man Jenkins 😊!

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