Every woman has experienced the disappointment of a cosmetic that let them down: the anti-wrinkle face cream that makes skin dry and irritated, the foundation that doesn’t cover anything, that bright lipstick that just looks ridiculous. One consumer agency is ready to take a stand, and make one cosmetics giant back up their claims — or else stop making them.
Trust in advertising
“Consumers must be able to trust advertising, even when it comes to beauty products,” said Swedish Consumer Agency spokesperson Gunnar Larsson. “We want to put a stop to these kind of exaggerations.” The comments are part of a prepared statement released by the watchdog agency, who defeated L’Oreal in a case brought before the Swedish Market Court last year.
The court determined that L’Oreal should not be allowed to make claims that their products can reduce or remove wrinkles — not unless they can show scientific evidence that their anti-wrinkle face creams actually do work.
“The verdict is a great success and a guide for all companies that market beauty creams,” said deputy consumer ombudsman Agneta Broberg. L’Oreal’s Swedish branch was fined approximately $143,000 USD as a result of the case.
A recent review of the company, however, shows that the marketing has still continued online some 10 months after the ruling. Four anti-wrinkle face creams have been specifically cited as continuing to make unsubstantiated claims regarding wrinkle reduction in spite of the court’s decision. The company is demanding that L’Oreal be fined again for their breach.
The court ruling is a big victory for consumers; it sets a precedent for truth in advertising and consumer trust in marketing. Many major cosmetics companies use rhetoric and highly colorful language to market their products, but how far should they be allowed to push the envelope in order to gain consumer interests? Customers who are burned by a cosmetic aren’t likely to ever buy it again, but the cycle is easy to break if only truthful claims are made in marketing in the first place.
Trust in anti-wrinkle face creams
Some marketing techniques could certainly stand to be changed, and holding cosmetics companies accountable for their claims is definitely a great idea. But even if every word of every marketing campaign were true, that won’t make anti-wrinkle face creams the end-all, be-all answer to aging. The foods you eat and the lifestyle choices you make have a huge affect on visible wrinkles, whether or not you use anti-wrinkle face cream regularly.
The truth is, anti-wrinkle creams don’t work for every woman — and every different formula has its own unique ingredients that will be reflected in the price. But expensive doesn’t mean better. You don’t need to buy expensive, diamond-encrusted cream (which exists) to erase wrinkles. Some of the most popular anti-wrinkle creams are very affordable, too.
Discover your best anti-aging options in our free special report, 5 Anti-Wrinkle Face Creams Most Recommended By Women Over 50.