The other day an old client of mine that moved to another part of the country sent me an ad (not the one pictured above) about a product that claimed to be the next biggest thing and wanted to know what I thought of it. She happens to be a master photo retoucher. Dr. Oz endorsed the product, "Demi Moore was using it" and the ad boasted several impressive before and after clinical photos.
When looking at an ad the first thing that I do is look at the ingredients. Vitamin C and Hyaluronic Acid. Nothing that 1000's of other products don't already have. Since I am also a formulator I wasn't aware of any earth-shattering materials coming to market, but I can't be everywhere in the world at all times.
As a side note Hyaluronic acid is a lot of hype. The molecules are too large to penetrate and affect any moisture below the top, dead layer of skin (epidermis). The Dermis (lowest skin layer) is where the cells really need the moisture to help them function better. Hyaluronic acid is nice, but it's not as big of a deal as the media makes it out to be.
The second thing I do when I evaluate an ad is take the images and drop them into Google image. Who else is using those photos? Clinical trials and images are VERY expensive for companies to produce and in the cosmetic world illegal to use. In the particular ad my client sent me ALL of the images were property of Allergan or other major drug company giants!!! One was an image for a Botox® before and after. Another was for Restylane® (injection). Another was a Korean medical company's before and after surgical procedure. SHAME!!!! I hope this company has some deep pockets when Allergan comes after them.
Or should I say shame on the consumer? While consumers are getting smarter towards these ads, companies are finding more creative ways to deceive us. Thankfully L'oreal and a bunch of other companies just got a slap on the wrist warning them to knock off the claims earlier this year. Check out this article from ABC news HERE. Avon was another brand hit with a letter.
As a licensed esthetician and formulator I want to be the first to tell you that magic cream doesn't exist and that making claims on creams and serums is illegal! According to the Federal Food, Drug and Cosmetic Act of 1938 "A cosmetic is a product, except soap, intended to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance." Anything that "treats, prevents disease or otherwise affects the structure or function of the human body" is considered a drug. Translation: clinical trials and other like advertising is illegal. I'm not sure what drove the FDA to finally toughen up on the surge of "cosmeceutical" formulas that have been hitting the markets over the past decade (that should only be accessed through a doctor or a prescription), but thankfully they're starting to protect the consumer.
I understand it's hard enough as it is to rifle through all of the advertising promises out there. Companies boasting breakthrough creams and serums with a rare plant extracts that claim to give you the same results as a face lift or reverse time by 20 years! It's one thing to make promises and inflate dreams, but hopefully today you've learned that Google image is a valuable tool in the fight against the rapid number of fraudulent cosmetic claims!
Want to know the real secret to anti-aging? Eat whole, unprocessed foods rich in colors and essential fats. Drink your water. Get your sleep. Get some daily exercise. Keep stress low and most importantly maintain balance! If you have a bad habit find the opposite to counter the bad. You'll be way ahead of the game!
