Sales for the cynical

Acne gets all the attention because it is far more spectacular than dry skin. It's colourful, for a start, whereas flakiness is just grey and a bit drab. It's more satisfying to squeeze a spot than to scratch at scaliness. But dry skin's no fun either, and you're less likely to grow out of it.

My face has always been a skin Sahara.

One day, on a shopping trip in the great metropolis of Norwich, I went into Boots to get some foundation from the Clinique booth. I asked the skincare advisor whether it was better to get foundation for dry skin or the new tinted moisturiser I'd seen in a magazine. She dabbed at me with both but couldn't get a colour match so changed tack.

"Your skin is very dry," she said. Tell me something I don't know, I thought. "It's your skincare routine," she added. Now, that was something I didn't know and didn't believe. "What do you use to cleanse your face?"

"I don't know," I said, naming a high street brand at random. She looked at me and shook her head, pity in her black-ringed eyes.

"At Clinique, we're dermatologists as well as beauticians," she said. "Try our 3 step routine. Cleanse, tone and moisturise. Come back in 2 weeks and you'll see a difference."

"I don't live in Norwich," I said. I looked at the bottles. I looked at my cracked face in the mirror. And I paid £42 for the 3 step skincare routine.

Now, wake up, here's your chance to be interactive. Circle on your screen the examples of marketing in my story about master salesmanship. While you're at it, circle the sucker who paid more than the cost of a day at her child's nursery in return for glorified soap and lard.

Let me help: I went to Boots because I can get points on my loyalty card, which I can exchange for free products - though I rarely do. I went to Clinique because I like its no-nonsense brand identity (but not its dreary packaging). I'd seen a product advertised and it had made enough impact for me to find out more. I spoke to the skincare advisor because she could give me a personal service. I listened to her because she had a dash of scientific authority. And because I wanted to listen to her. I was on a shopping trip, spending money, looking for quick fixes, impulse buys, a moment of decadent pleasure. I fell for the sales pitch.

And you know what? Within two days of using the magic bottles, my dry patches had gone and, 6 weeks later, my skin is soft and smooth. The product was worth the money I spent.

This isn't an advert for Clinique (although if they'd like to send me some samples, I wouldn't send them back). It's just a little liberating inspiration: selling isn't bad. Not if the product is good. But you still need to create the right conditions to make that sale.