Anti-wrinkle cream advert misled shoppersClinique rapped over cream ad claims

11 October 2006

An advert for a Clinique anti-wrinkle cream made misleading claims about its effect on the skin, the Advertising Standards Authority (ASA) said today.

The cosmetics giant's ad for Repairwear said the cream contained a 'peptide complex' which 'enables the skin to steer hearty cells to the base of wrinkles.'

This then triggered the skin's own natural collagen production, the magazine advert said.

The Harley Medical Group, a plastic surgery clinic, complained the ad implied a physiological effect which couldn't be substantiated.

Caffeine treatment

Clinique said the action of Repairwear was to encourage skin to produce new collagen, by calming the irritation in the skin with caffeine.

It also submitted a study to the watchdog which showed the visible benefit of Repairwear in reducing the appearance of lines and wrinkles. The study involved 21 women.

An expert working for the watchdog ruled the study was not 'sufficiently rigorous' to support the claim and questioned whether a topical product could turn on collagen production.

The ASA ruled Clinique could not stand up claims about the cream's effect on users' skin.

Wrinkle claim

It told the cosmetics company not to repeat the claim and to consult an advice team for guidance on future adverts.

Clinique's Repairwear advert also stated: 'Creates a visible reduction in the appearance of wrinkles.'

The ASA permitted the phrase, saying it was a standard claim for moisturisers.