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Photo source: FTC

L’Oréal has been making some pretty big claims for its Génifique and Youth Code skincare products, claims that the Federal Trade Commissionsays were false and deceptive.

The cosmetics maker claimed that its Génifique products were “clinically proven” to “boost genes’ activity and stimulate the production of youth proteins" that would cause “visibly younger skin in just 7 days,” and would provide results to specific percentages of users

“It would be nice if cosmetics could alter our genes and turn back time,” said Jessica Rich, Director of the FTC’s Bureau of Consumer Protection. “But L’Oréal couldn’t support these claims.”

The FTC said the company has agreed to settle the complaint and to stop making unsubstantiated claims for the products. But within minutes of the FTC's releasing news of the settlement, L’Oréal issued its own statement claiming that, among other things, "The safety, quality and effectiveness of the company's products were never in question."

"The claims at issue in this agreement have not been used for some time now, as the company constantly refreshes its advertising," said L’Oréal's Kristina Schake. "Going forward, L'Oréal USA will continue to serve its customers through industry-leading research, scientific innovation and responsible advertising as it has for the last 60 years."  

Big bucks

L’Oréal has sold Génifique nationwide for as much as $132 per container since February 2009 at Lancôme counters in department stores and at beauty specialty stores. The company has sold Youth Code, which costs up to $25 per container at major retail stores across the United States, since November 2010.

For its Youth Code products, L’Oréal touted – in both English- and Spanish-language advertisements – the “new era of skincare: gene science,” and claimed that consumers could “crack the code to younger acting skin.”

Under the proposed administrative settlement, L’Oréal is prohibited from claiming that any Lancôme brand or L’Oréal Paris brand facial skincare product targets or boosts the activity of genes to make skin look or act younger, or respond five times faster to aggressors like stress, fatigue, and aging, unless the company has competent and reliable scientific evidence substantiating such claims.

The settlement also prohibits claims that certain Lancôme brand and L’Oréal Paris brand products affect genes unless the claims are supported by competent and reliable scientific evidence. Finally, L’Oréal is prohibited from making claims about these products that misrepresent the results of any test or study.


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