As someone who spends a good chunk of time reading through product descriptions for things like makeup and handbags, I’ve noticed a pervasive habit that really screams “I have no clue how to describe this”!

There’s an impulse to rely on the word “perfect” to describe everything from table-settings to lipstick shades.

“Perfect” is just fine, if the item in question is indeed flawless. But perfection in this world is exceedingly rare, particularly when it comes to skin serums and lipstick shades.*

“This is the perfect bag to compliment your Spring wardrobe.”

Perfect is a relative term that for the most part, has very personal connotations – especially when it comes to handbag choices. Perfect for me can be very imperfect for you. Consumers like to judge for themselves whether a dress, a body lotion, or a dinner plate is truly an impeccable choice.

Usually, what authors who write descriptions like this mean is “this is a nice bag” - but the word “nice” really does lack enthusiasm.

I suspect perfect has become something of a sparkling emoji for many social media strategists and brand owners. When they want to add emphasis to a paragraph the word “perfect” is the go-to adjective that gets popped in.

“This is the perfect shade of red …”

“This is a beguiling shade of red … ” is a lot more plausible (and intriguing).

Just as:

“This is a charming bag that will flatter your Spring wardrobe” feels more genuine.

Other adjectives to consider when describing product: