Can anti-aging products really deliver as promised?  The FDA is not so sure and in recent months sent  warning letters to several  cosmetic  compaies including  Avon and L’Oreal.  Their concern?  Questionnable claims made for some of  their skin care products that included ” improve condition around stem cells”, “boosts activity of genes”,  and “stimulates production of youth proteins” (???).

Can You Believe What You Read?

By law, the FDA defines cosmetics as a product used for cleansing and beautifying, but if it affects structure or function of the skin or body, it is classified as a drug.  And if its a  drug, it must go through extensive clinical trials to prove its both safe and effective.  The FDA is asking that  Avon  and L’Oreal  either  prove their claims or change their marketing language.  But seriously,  some of these anti-aging claims are so remarkable that  if true, would not just be a drug, but  be eligible for the Nobel prize.

To be clear, women are not stupid.  We  just want to look good.  When we read cosmetic advertising claims, we assume that manufacturers cannot make claims  if they are not true.  Not quite.  The FDA does monitor cosmetic advertising and marketing claims, but they are poorly funded  for beauty product oversight.  The FDA reserves its time and muscle to make sure that  cosmetics are  free of toxic substances ( eg lead or  arsenic)  or bacterial contamination.  They tend to ignore what is commonly known  ”puffery”– so-called harmless inflated marketing promises.   Hmmm.

While puffery might seem like a victimless crime, I feel it can interfere with making the best anti-aging  choices for you skin and  hair needs.  I really don’t understand why cosmetic claims are not held to the same standards  as other goods and services.  For example if a car maker  claims  a new model gets 30 miles to a gallon, but really only gets 20 miles per gallon,  the manufacturer who made these claims would face  quick fines, consumer rebates and some really awful press.

Maybe over-promised claims are a relic of the past.  Today, real advances in cosmetic forulations  have filled shelves with  genuinely effective and affordable products that  can make a real difference in you skin and hair quality.   In my series on Budget Beauty Care, I explained how  to assemble a truely helpful Beauty Tool Kit for  less than $1.00/day.   Because we can all be seduced  by shiny new promises, I recommend  shopping  at stores  with consumer friendly return policies.    My favorites include  Sephora, CVS and Bed and Body Works that will all  cheerfully refund your money  if you are not happy with your purchase. Nice.