L’Oreal Reprimanded for Unsubstantiated Marketing Claims

We all know that cosmetics companies embellish the truth when it comes to marketing their products. In fact when researching my book, Toxic Beauty, I found that most of their claims are unfounded. Simply put, no cosmetic product banishes wrinkles, you’ll be lucky to even get a slight improvement.

Advertisements are accompanied by ludicrous claims that often make me simultaneously chuckle and cry, at the outlandishness and the deception.

With that in mind, I can’t help but feel glad that L’Oreal is being taken to the Market Court in Sweden for making claims about Lancome High Resolution and Vichy LiftActiv Pro products that the Consumer Ombudsman (KO) says are not backed up by scientific evidence.

The Lancome advert suggests that the product can smooth wrinkles by up to 70 percent. The Vichy product is advertised as ‘the source of healthy skin’ with the ability to reduce wrinkles by up to 43 percent. I often wonder if these large multinational cosmetics companies pluck these figures out of thin air because they certainly do not appear to be grounded in reality.

The KO has suggested that these claims border those made for pharmaceutical products and should be backed up with substantial scientific evidence, which as of yet has not been provided. The ombudsman is also requesting that the Market Court clarify the sorts of evidence required for such marketing claims.

For the full story see Cosmeticsdesign-europe.com.