Wrinkle Relief? Don't believe everything you Read or see on TV

This is our last installment on our wrinkle series and we truly hope we have given you some great advice.

When choosing your anti-wrinkle serum or cream, there are some people who are skeptics about the information that one brand is better than the other because he or she was paid to make it look that way.

We believe you have to try it out to see who is telling the truth.

For example: Looks like the “big boys” are in a bit of hot water over their claims on how well their Over the Counter Wrinkle Removers work on wrinkles.

READ ON….

----- Estée Lauder in trouble over “instant” wrinkle filler

By Katie Bird, 07 Jan, 2009

“Estée Lauder is the latest company to run into trouble with the UK advertising standards agency (ASA) for making claims about it's product that could not be supported.

The print advert claimed that by using the Tri-Aktiline Instant Deep Wrinkle Filler consumer would “start to see your wrinkles disappear INSTANTLY!”.

Other claims in the advert included “After 4 weeks of continued use: 83 percent reported improvement in the appearance of lines. After 8 weeks of continued used: clinical studies measured a 45 percent visible reduction in wrinkle depth and length”.

According the Estée Lauder the claim was based on a clinical test on 25 women using photo imaging techniques. The company explained that Tri-Aktiline was formulated with polymers that act as fillers for the lines and wrinkles in the skin, hence the instantaneous effect.

Unsubstantiated claims

The company submitted the study to the ASA. However, after seeking expert advice, the regulatory body concluded it was not sufficient to support the claim. Criticisms of the trial included the fact that it was non-randomized, not blind and did not contain a control group

Estée Lauder also conducted a consumer evaluations study on 50 women, concluding that 68% of participants reported that Tri-Aktiline was either extremely, either very or somewhat effective in immediately filing in fine lines or wrinkles.

According to the ASA, however, full method and results of the consumer study were not submitted so this cannot be taken as supporting evidence.

Estée Lauder has been asked by the SAS not to publish this advert again I its current form.”

http://www.cosmeticsdesign-europe.com/Products-Markets/Estee-Lauder-in-trouble-over-instant-wrinkle-filler

----- L’Oreal taken to court in Sweden for marketing claims

By Katie Bird, 18 June, 2009

“L’Oreal is being taken to the Market Court in Sweden for claims about anti-ageing products that the Consumer Ombudsman (KO) says it can’t substantiate.

The KO, a government body that can defend the interests of the consumer against companies in court, claims that marketing for L’Oreal’s Lancôme High Resolution and Vichy LiftActiv Pro are not backed up by scientific evidence.

According to the KO Lancôme adverts claim the product can smooth out wrinkles by up to 70 per cent.

In the case of Vichy, the KO said that L’Oreal claims the product is the source of healthy skin and can reduce wrinkles by up to 43 percent.

Such strong marketing claims, which border on those made for pharmaceutical products, should be backed up by strong evidence, according to the KO

It maintained this evidence has not yet been provided and is taking the matter to the Market Court (Swedish Court solely dealing with cases relating to marketing) to stop the campaign.

In addition, the KO said it is calling on the Market Court to clarify the kinds of evidence required for this type of marketing claim.”

http://www.cosmeticsdesign-europe.com:80/Products-Markets/L-Oreal-taken-to-court-in-Sweden-for-marketing

---- Proctor and Gamble ads for instant wrinkle filler “unsubstantiated”

By Katie Bird, 01 July, 2009

Proctor and Gamble (P&G) joins L’Oreal and Estee Lauder in the ranks of cosmetics giants rapped over unsubstantiated advertising claims for anti-ageing products.

Certain claims made by the company in print advertisement for its Olay Regenerist 30 second wrinkle filler could not be substantiated, according to the UK’s advertising Standards Agency (ASA)

Within the advert, P&G claimed the product instantly reduces the appearance of winkles and last throughout the day.

Additional text stated: “the advanced micro-bead formula fills and smoothes the appearance of lines and keep wrinkles to give precise results all day. So if you have 30 second, you can have younger looking skin.”

According to the ASA, it was the claim that effects lasted throughout the day that could not be substantiated.

http://www.cosmeticsdesign-europe.com/Products-Markets/Procter-and-Gamble-ads-for-instant-wrinkle-filler-unsubstantiated

OUR TAKE:

We learned over the past several weeks, that there are different ways of dealing with wrinkles.

See my next Blog.......