Smooth Season

An ad line such as "advanced, FDA-cleared, clinically proven laser that erases acne scars, with no downtime and permanent results" could sit on any treatment page in New Canaan. Each phrase in it is a separate promise, and each one can be read on its own.

"Advanced"

Advanced compared with what? The word names no comparison. Ask which treatment it is being measured against, and where that comparison is written down.

"FDA-cleared"

Cleared for which device, and for which use? A label that names neither tells you little. The same phrase turns up on body contouring devices, and Body Contouring Devices the FDA Clears shows what the source behind it does and does not say.

"Clinically proven"

Proven in which study, on whose skin, and measured how? Ask for the document, and if none appears, treat the phrase as unbacked. Nonsurgical fat reduction offers use the phrase too. The plastic surgery society page on nonsurgical fat reduction sets out that category, and Nonsurgical Fat Reduction Basics tests the claims made for it.

"Erases acne scars"

Set the verb against independent descriptions. The DermNet overview of acne scarring and the dermatologic surgery society's pages on acne scars and on laser resurfacing for acne scars describe treatment in their own words. Compare their wording with "erases". The Acne Scar Treatment Guide reads the same kind of label against those sources.

"No downtime"

Ask for the written aftercare sheet. Whatever it asks of you in the first days is the downtime the label left out.

"Permanent results"

Permanent for how long, and what happens if the result fades? Ask for that answer in writing.

Take the phrase you cannot back up to a clinician who can examine your skin. See Beyond Beauty is a Greenwich practice that offers that examination.

Strip the adjectives and read what is left.