Yesterday, while working out at the gym, I nearly fell off the treadmill when I spotted the following ad from Sephora in InStyle magazine:

<a href="http://deborahbrody.com/wp-content/uploads/2013/07/Sephora-ad.pdf">Sephora ad</a>

At first, I thought perhaps Sephora was engaging in not-so-clever a play on words, since the wait may be over for a weight-less product. But I see no evidence in the copy that Sephora is highlighting any "weightlessness" in this product. In fact, the sub-headline says: "Finally, smoother, softer, satiny style in half the time." Clearly, the concept is about time, so the appropriate word would have been wait, not weight.

It is hard to believe that Sephora's ad people would have let this one go to print. Back when I was a media buyer in the 90s, we sent actual film to our magazines. A mistake in the film would be a major problem. Today, ad agencies send over PDF's, which are way easier to fix and re-send.

So next time you think you proof-read your document and used spell-check, I suggest you wait, and read it again.

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