Companies like Clinique (who wear very white overall type sales uniforms and have a very minimal, pale and white colour packaging and sales location decoration design) are trying to promote their products as being like a medical treatment with definite medical benefits. In practice the actual medical benefits claimed are rather specious, tending towards unproven inference from individual ingredients to an overall benefit from their products.

Clinique stuff does work, in particular I know their moisturisers and so on can be effective as moisturisers, but when you get into "micro-nutrient nano-particles actually reverse visible signs of aging by neutralising collagen build-up in your eyelashes" sort of crap, then it's bovine excrement all the way.

A friend of mine who's been round the block a few times describes most of them as "hope in a jar".