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article imageL'Oreal warned over anti-aging cream marketing

By Tim Sandle     Sep 12, 2012 in Health
Cosmetic manufacturer L'Oreal has been given a warning by the US FDA over the way that it sells and advertises its anti-aging creams.
The US Food and Drug Administration (FDA) has issued a warning to the leading cosmetics producer L'Oreal, as the Miami Herald has reported. This is over a claim made on L'Oreal’s website that its product Genefique makes exaggerated claims about the benefits of the anti-aging cream.
The main part of the FDA complaint is that the skin cream is presented as a drug product which has proven and tested medical properties. The L'Oreal website claimed that the cream boosted the ability of genes to promote skin repair and could stimulate cell regeneration, which would lead to skin become smoother and denser.
The FDA has issued its warning to L'Oreal’s Lancome unit which is responsible for the sales and marketing of the product “Genefique Youth Activating Concentrate” as well as similar ant-aging and anti-wrinkle cosmetic products like “Absolue Eye Precious Cells Advanced Regenerating” and “Reconstructing Eye Cream”.
The FDA has clearly stated that only licenced and tested medicinal products can make scientific claims. Modern Antiaging report that the Agency have written to Serge Jureidini, the U.S. president for L’Oreal’s Lacome branch. L'Oreal are now required to re-write their adverts.
This could come as a blow to L’Oreal, as the Wall Street Journal notes, in its bid to become the leader of the anti-aging skin care market. L'Oréal is intense competition with its rival Procter & Gamble Co. for the U.S. anti-aging market which was worth $2.9 billion in 2011.
The size of the market reflects the high retail prices charged by anti-aging creams. For example, the L’Oreal Genifique Repair cream retails for $98 for a 1.7-ounce container.
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