Yes, there is confusion with the âaboutâ page showing extremely general information about the host of products they are selling on their website. The fact that they essentially put âmemory foamâ on the same level as âbamboo charcoalâ (wtf is that anyways, some carbon product?), âgelâ (also, what is that - some other weird chemical material?), and âlatexâ. By laying these out on the same âlevelâ of âamazingnessâ that the âaboutâ page is implying, they are making viewers conclude that the âprettinessâ and âpurityâ of all of these materials is equally great and equally âpretty and pureâ. The about page DOES NOT make a connection with the product descriptions. Rather, it confuses.
In my past work experience, I have sat beside a marketing manager who had the task of whipping up some kind of marketing copy for a luxury spa brochure at a luxury spa I used to work at years ago. She laboured over banging out the same buzzwords like âantioxidantsâ ârelaxingâ ârejuvenatingâ ârevitalizingâ ânaturalâ and more about these negligible âantioxidantsâ over and over again in her tired marketing copy, seeking to maintain a level of consistency that basically sought to convince the reader that the spa uses ânaturalâ and âantioxidantâ rich materials. Meanwhile, the stockist who dealt directly with the suppliers of these ânatural, antioxidantâ containing products, assured me herself that there ainât nothing antioxidizing about many of these things, despite their catchy product names. Especially when she laughingly read me the ingredient list to contain nothing antioxidizing, rather something synthetic you would buy at a drug store. These clients were expected to pay top dollar for spa services featuring products that were extremely below the hype and below the value and quality of the marketing copy that misrepresented them on the website/brochure. I am talking about hundreds of dollars. (Also, I might add that many clients complained of some kind of âreactionâ to the over hyped spa products used on them during the proceduresâŚclearly they were not well formulated or adequately ânaturalâ as proclaimed in the buzz-word laden marketing copy. The spa was then obligated to issue a âcompâ for future services to apologize).
This is the exact same thing that his happening here. The Lucid website lacks transparency and clarity. It groups itâs materials on one page using the same language to describe them all and equates them all to each other as if they were existing on the same level of âprettinessâ and âpurityâ. The site is a victim of a marketerâs loose grasp of the English language, and an unclear understanding of the properties of the materials they are attempting to sing an ode to, and otherwise describe so glowingly on the website. It is pure HYPE, and zero substance. Interestingly, the website quotes the toppers being priced at around $400. When they were priced well below that (under $100) on Amazon.ca, marked down âon saleâ. I would argue they are worth even less than that, knowing that they are actually 100% polyurethane foam. Much in the same way that the actual spa products used in the hundred dollar services, were quite worthless and not special in the least.
Furthermore, yes, the glaring misrepresentation of the actual colour of the product on their website: it being shown as âpureâ and âpretty whiteâ, when in fact it is a yucky yellow foamâŚyes, that is a glaring misrepresentation. Imagine how difficult it would be to sell a yucky, yellow foam topper.
I have to say, this reminds me of the same attempts made by Essentia to appear âpureâ and âprettyâ online. And yet somehow you have more against them than you have against Lucid? Strange. Both engage in misleading marketing copy. Both are relying on sweeping, generalized or incomplete statements about their products, that may or may not be 100% accurate (theyâre not).
Like Steven said, the misleading marketing copy is writing about what (some) the products are made of, not about what theyâre not made ofâŚthe misleading nature of which he admittedly apologized for.
But I donât expect them to go above and beyond to correct their misleading website. That would entail having to pay another marketing copy writer to bang out some more tired verbage using more ridiculous buzz words to make it sound adequately âprettyâ and âpureâ.
***EDIT: In fairness to the company (Lucid/Malouf Marketing Inc.), I decided to make this edit to say that they offered to refund me the money after speaking them over the phone, and apologized if their website had misled me in any way to believe the mattress topper was made of something it wasnât. Their product is not âbadâ for the entire population, just for some people, like me. I must also add that after becoming ill from VOC exposure/toxicity, I must also include under my suspicion, both of the Twin XL Simmons and Sealy mattresses that were bought just prior to purchasing the Lucid mattress topper - both mattresses are made of some kind of polyurethane foam and/or memory foam, and both emit a chemical smell. I am most likely one of the few people in the population that is especially chemically sensitive to VOCs and industrial glues, agents, flame retardants, etc. and just because I have had a bad reaction to this/these product/s does not rule it out from anyone else purchasing it and not having a problem with it.
***I would just like to say: if you have a history of being allergic or reactive to industrial chemicals like cleaners, emissions, or anything with offensive vapors and chemicals, like generic home cleaning solutions or cleaning sprays or air fresheners or detergents or soaps, for example, then I would strongly urge you to rethink purchasing ANY mattress product with âmemory foamâ or any kind of industrial polyurethane foam product. Even though you canât smell the sources of all VOCs, your reaction and natural aversion to the above things are, in my opinion, a good indicator of your chemical sensitivity.