Beauty vs Substance

The success of the ubiquitous "Better than Botox?" StriVectin-SD ad campaign must have triggered some serious brain activity on the part of the cosmetics companies. W mag is sending out a survey to subscribers trying to test the effectiveness of an info-packed ad: Prevage by Elizabeth Arden ad. Or is this a science thesis?
as opposed to something like this:
Clinique ad. Great still life photography. But is it effective?
And now that Bath & Body works are rolling out one of those infomercials, the cosmetics giants want to know what's going to vamp up the sales: pretty imagery or a crash-course in dermatology packed into an ad?