Until now, marketers of cosmetics and skin-care products have been able to sit back with their feet up while drugs, food and nutritional supplements have faced heavy scrutiny from U.S. watchdogs. But not any more.
"While cosmetic products remain among the safest in commerce, the existing system for regulating our industry is overdue for a makeover," said Personal Care Products Council President Lezlee Westine,reports Advertising Age.
The Daily Mail reports, that in the U.S. many guidelines are simply out of date.
For example, according to Advertising Age news, Rep. Jan Schakowsky, D.-Ill., said that only 10 cosmetic ingredients are banned in the U.S., compared with 1,200 in the European Union.
That's why aggressive marketing claims for skin-care products: lotions, gels and creams –– particularly claims to eliminate wrinkles –– have already begun to face tougher scrutiny in the U.S.
The National Advertising Division of the Council of Better Business Bureaus Claims said Neutrogena had failed to prove that its Rapid Wrinkle Repair could substantially reduce or eliminate wrinkles in “just one week.”
The US watchdog also criticized L'Oreal for making unrealistic claims about its wrinkle cream, the Daily Mail reported.
One online commenter who claimed to have worked for the cosmetic giant agreed.
"I used to sell Lancôme, among other lines, behind department store counters for several years," one online reader said.
"I often felt like a fraud as the companies generally overpromised what the products could do. My last straw was about 1999, when Lancôme came up with it's first special line of anti-aging products and hired a 24 year old model to be the face for products that were targeted at women over 40."
"Most of the products out there will make your skin feel nice, but unless it's a true pharmaceutical prescribed by your dermatologist, an over the counter face creme isn't going to do much to get rid of lines and wrinkles."