In more Avon news, this time not so great, the cosmetic company’s U.K. operations were forced to revise some of its ads that claimed that one of the company’s skin care creams made wrinkles “fade away.”
The ads for the particular skin care cream highlighted the benefits of the product saying that the first two levels in its four level system would greatly improve the texture and skin tone of the customer’s skin. The ads claimed that the third level would begin to reduce the signs of fine lines. Level four went on to state that “100 percent of women showed improved clarity” after using the skin care regime.
Experts say that the test on the skin care lotions were actually done on a human arm and did not represent actual figures or opinions of use on the human face. Other tests done on the skin care product failed to adhere to rules used in scientific studies to test the effects of products. There was no control group and therefore, the true effects of the products could not be measured accurately.
The firm also failed to substantiate a second claim that the product would deliver a long-lasting physical change. Beauty companies that claim to ‘cure’ ageing can generate massive sales in a multibillion-pound global market.
An Avon representative released a statement saying that “the tests had been carried out by experts in the US. In their trial women had reported that fine lines were less visible after using the product.”
Regardless of that however, the ads have been pulled for now until Avon can find a way to prove the efficacy of the statements about the product.
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