Wednesday, July 2, 2014

L’Oreal to end anti-ageing claims to stop legal action by US Federal Trade Commission

False advertising ... L’Oreal had claimed this product stimulated people’s genes to give
 
False advertising ... L’Oreal had claimed this product stimulated people’s genes to give them younger looking skin in the space of seven days. Source: Supplied
 
FRENCH cosmetics giant L’Oreal has agreed to stop claiming that some of its high-end skin care products prevent signs of ageing, under a deal with the Federal Trade Commission (FTC) to stave off legal proceedings on grounds of misleading advertising. 

The FTC had targeted L’Oreal’s skin care lines Lancome Genifique and L’Oreal Paris Youth Code for stating they featured “scientifically proven” defences against signs of ageing.

Ads by those lines said the products stimulated people’s genes to give them younger looking skin in the space of seven days.

“It would be nice if cosmetics could alter our genes and turn back time,” Jessica Rich, director of the FTC’s Bureau of Consumer Protection, said in a statement. “But L’Oreal couldn’t support these claims.”

The FTC said L’Oreal had sold Genifique products for as much as $US132 each ($140), and Youth Code ones for up to $US25.

L’Oreal responded saying the FTC was challenging only a limited number of assertions that the company no longer makes.

“The safety, quality and effectiveness of the company’s products have never been called into question,” it said in an email to AFP.

Originally published as L’Oreal’s ‘false anti-ageing claims’

news.com.au 2 July 2014

It's not just L'Oreal but other companies involved that falsely claim their beauty products achieve results they actually do not.

The industry is based on providing false information to the consumer.

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