SJP wants to know: I love it when you tell us the real scoop on advertising so I’m curious what you think about Garnier Nutritioniste Ultra-Lift. Their advertising says “It’s skin care that actually lifts wrinkles from the inside out.” How can they say this?
The Left Brain replies:
They can’t say it, at least not anymore. According to the August 20, 2007 edition of the Rose Sheet (a cosmetic industry bulletin) L’Oreal has been asked to modify or discontinue certain claims for Nutritioniste Ultra lift and Skin Renew products by the NAD (National Advertising Division). Here’s a quick recap of the issues with 3 of L’Oreal’s claims:
1. “…it actually lifts wrinkles from the inside out.”
What the NAD says:
“It is well established that topical creams do not absorb deep inside the skin in the same manner as cosmetic fillers such as collagen injections.” In other words, this lotion works from the outside in, not the other way around!
2. “…in three weeks wrinkles are visibly lifted and skin is noticeably firmer.”
What the NAD says:
In L’Oreal’s clinical study the questions “related to skin firmness refer to skin feeling firmer, not being noticeably firmer as is explicitly stated in one of the challenged claims.”
3. Ultra lift “refuels cells within skin’s deepest surface layers.”
What the NAD says:
L’Oreal’s 9 week study showed Ultra Lift’s effect on fine line, shallow wrinkles, and tactile roughness, and skin laxity. This is inadequate “particularly with regard to hydration - despite the presence of moisture locking ingredients Omega 3 and 6.”
To be fair, I should point out that the NAD is not saying this product doesn’t work at all. For example, they did recognize that “scientific articles presented by the advertiser provide a reasonable basis for it’s ingredient claims in terms of accelerated cell proliferation and upped collagen production.”
It’s just that L’Oreal didn’t have adequate support for all the claims that they were making and so they have been asked to change their advertising.
Learn more about the entire Nutritioniste line.
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Skin Care » Blog Archive » Garnier Nutritioniste: Liar, Liar Pants On Fire Says:
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Claire Says:
Hey Beauty Brains,
I thought the Garnier Nutritioniste line contained Vitamin A, which is a retinoid? Which *has* been definitively proven to improve skin by promoting collagen growth? Are there different types of Vitamin A which are more and less effective?
Discuss Beauty Says:
Oh lawdie, L’oreal is getting their arses busted again! Oh well, it’s good to see someone calling the bluffs again.
I just wish they would do this with more companies, not just L’oreal.
Left Brain Says:
We have nothing against L’Oreal and don’t consciously single them out. Other companies like P&G, Juice Beauty, Arbonne, Jan Marini have all been “reviewed” or “re-buked” by the Beauty Brains.
Lily Says:
I think it’s good that brands are being asked to modify their statements/claims. It’d be nice if they also airbrushed TV and print ads a bit less, but that seems like asking too much…
Lily
BeautyMaverick.com
JACQUI FAUCITT Says:
I have been a manufacturer of cosmetics and cosmeceuticals for more than 17 years and I must say your information website is the best in the business. Keep going guys