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A £49 face serum advertisement has been ruled misleading and subsequently banned by the Advertising Standards Authority (ASA) due to claims that the product could make users appear up to five years younger. The billboard, promoting the Eucerin Hyaluron-Filler Epigenetic Serum, asserted that this result was “clinically proven” based on a study involving 160 participants who used the serum for four weeks before evaluating their perceived age difference.
The ASA criticized the study’s scientific rigor, expressing concerns about its methodology. Key issues included the absence of a control group and a lack of transparency regarding participant recruitment. The watchdog highlighted that the assessment relied heavily on participants’ self-reporting, making the results subjective and open to bias. Additionally, the serum was tested in a climate different from that of the UK, raising doubts about whether the results could be generalized to British consumers.
In response to the investigation, the manufacturer Beiersdorf stated that the advertisement’s phrase “up to five years younger” was intended to indicate a maximum achievable effect rather than an average outcome. The company also affirmed that its products are backed by scientific research, emphasizing that all studies referenced were conducted in accordance with industry standards. However, the ASA noted that three supplementary pieces of evidence submitted by Beiersdorf were from unpublished research, and a peer-reviewed study provided focused on the serum’s active ingredient but did not evaluate the serum itself.
This case brings attention to the broader issue of misleading claims within the cosmetics industry. Aesthetics marketing expert Lianne Sykes advises that companies should conduct thorough, long-term skin analyses to substantiate promotional claims. She urges consumers to critically evaluate product advertising, questioning how skin quality is measured, whether tests include diverse age groups, and the metrics used to define success. Sykes reminds the public that individual skin biology varies widely and that maintaining good skin health typically involves multiple factors rather than reliance on a single product
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