Summary:
Marketers have claimed that skin creams can have a cumulative and persistent beneficial effects on the skin; those might include claims about cumulative or persistent moisturisation and the cumulative and persistent reduction in the appearance of wrinkles. For example, “Moisturises your skin for X days after your last application”, “Reduces the appearance of lines and wrinkles by 67% in six weeks”, “Reduce the appearance of wrinkles in just 5 days”, “Look 5 years younger in just a month”, “Regular use stimulates cell renewal” or “Over time skin will become more radiant looking”(The Body Shop International plc, 26 September 2007). In 2008, the ASA upheld complaints about an ad that claimed "…[our cream has] been proven effective for reducing wrinkles and smoothing facial skin by up to 60% in just one month … skin thickness increased by over 8% in four months … In vivo testing showed that applications reduced wrinkles around the eyes by as much as 20% after two months and by more than 60% after 4 months … it repairs the matrix and epidermal junction to reduce wrinkle depth by 40%". The ASA considered those claims implied more than merely a cosmetic effect and would be understood as claiming a physiological action with a cumulative effect (Age Technology, 5 March 2008).
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