New York, NY – August 15, 2007 – The National Advertising Division (NAD) of the Council of Better Business Bureaus has recommended that L’Oreal USA modify or discontinue certain claims made for the company’s Ultra Lift skin-care product, though it found support for certain ingredient claims. NAD found reasonable support for certain claims made for L’Oreal Skin Renew, but recommended a claim relating to the benefits of lycopene in the product be modified or discontinued.

NAD, the advertising industry’s self-regulatory forum, requested substantiation for certain establishment and performance claims made by L’Oreal USA in broadcast, print and Internet advertisements.

Claims at issue for Garnier Nutritioniste Ultra Lift included: 

• “Now it’s skincare that actually lifts wrinkles from the inside out.”
• “Ultra-Lift with unique dermatological-nutrients refuels cells within skin’s deepest surface layers: OMEGA 3 locks in moisture; VITAMIN A visibly reduces wrinkles; RICE PROTEIN fortifies skin.”
• “A clinical study proves: in 3 weeks wrinkles are visibly lifted and skin is noticeably firmer.”

 Claims at issue for Garnier Nutritioniste  Skin Renew included:

• “Lycopene is a powerful antioxidant, now it’s in skincare proven to fight fine lines and dullness.”
• “Skin Renew – the power to fight fine lines and dullness in skin.”
• “Only Garnier captures the power of our dermatological nutrients so Skin Renew transforms textures from the inside out for more flawless, visibly brighter skin.”
• “Clinically proven – Results in 3 weeks.”
• “It’s like getting new skin from within.”
• “Great skin from the inside out.”

As support for its claims related to Ultra-Lift and Skin Renew, the advertiser presented scientific articles on the efficacy of the products’ ingredients as well numerous clinical studies utilizing the products themselves.

Following its review of the evidence, NAD recommended that the company discontinue or modify the claim “Now it’s skincare that actually lifts wrinkles from the inside out” to reflect a reduction in the appearance of lines and wrinkles, rather than the elimination of lines and wrinkles. 

NAD recommended that the claim “[a] clinical study proves: in 3 weeks wrinkles are visibly lifted and skin is noticeably firmer” be modified to reflect the wording of the company’s clinical study.  NAD determined that there is a reasonable basis to support the “unique dermatological-nutrients” claim as it relates to OMEGA 3 and rice protein, but recommended the reference to Vitamin A be modified to reflect that it helps reduce, rather than visibly reduces, fine lines and wrinkles.

Based on the evidence in the record, NAD determined that the advertiser provided a reasonable basis for certain performance and ingredient claims related to Skin Renew, but NAD recommended that the claim “[l]ycopene is a powerful antioxidant, now it’s in skincare proven to fight fine lines and dullness” be discontinued or modified to avoid conveying the unsupported message that lycopene can fight fine lines and dullness. 

In its advertiser’s statement, the company noted that while it disagrees with NAD’s finding related to the claim “actually lifts wrinkles from the inside out,” it also “support[s] industry self-regulation and will endeavor to modify this claim to communicate that the product reduces the appearance of wrinkles.”

The company noted that, in accordance with NAD’s recommendation, “future advertising that describes ingredient-specific benefits will convey that Vitamin A helps reduce fine lines and wrinkles, and that Lycopene is a powerful antioxidant.”