There’s no doubt that there are some great beauty products out there, that deliver on their promises of youth, softer skin and reduced wrinkles. However, for every one of these, there’s another much hyped potion that fails to live up to its claims. Now cosmetics companies are going the extra mile to convince us their beauty products work.
According to a report in The Sunday Times this week, The British Journal of Dermatology (BJD) is set to unveil a study showing that a new anti-aging cream made by Proctor & Gamble (P&G) is as powerful for reducing wrinkles as a prescription-only treatment. P&G spent an estimated £320,000 on clinical research for the item and they are the latest company to enlist science as a means of underpinning their product benefits. In 2007 Boots’ Protect and Perfect skin cream was a huge hit when the product was mentioned by the BJD after it was shown to have significant effects on improving skin tone.
The U.K. Advertising Standards Authority has been cracking down on beauty brands about their advertising claims recently. Its no wonder that companies are trying to give clout to their new product launches. Would you buy a beauty product based on scientific backing?
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Jay Strongwater
Nope - at the risk of sounding ignorant, I'm more interested in having a product that enough but too much moisturising, and I feel it all depends on your skin type than scientific rules. Is that stupid?
Also I avoid buying P&G if I can.
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