“Cosmeceuticals” – a good example of how people can use science-y-ness to try and sell a product.

Upon discovering Liesl’s post “Forever Young,” I break away from my usual posts about TVXQ for a moment, and discuss L’Oreal’s false claim regarding its anti-aging cream. I am not naïve and have never really taken cosmetic claims seriously, but this time, the US Food and Drug Administration have been involved.

More research into the topic caused more disappointment: so many respected brands – Avon, Revlon, and Estee Lauder — have all received notice for marketing skin care products whose claims are so implausible they would become “unapproved new drugs.”

Cosmeceuticals

The cosmetic industry is increasingly manipulating the perceived benefits of their products in order to grow their profits. Liesl’s and my main concern, however, lies in their unrealistic and unhealthy portrayal of beauty for woman of our generation by making claims which verge on illegal drugs seem the norm.

L’Oreal has been caught time and time again for distorting portrayal of beauty in their marketing campaigns: in Feb 2012, an ad was banned because the digitally enhanced photo was so unrealistic and exaggerated; in Sep 2011, L’Oreal was accused of lightening the skin tone of an Indian actress.

With L’Oreal hailed as one of the most influential cosmetic brand, all the brainwashing and ‘whitewashing’ that they do will change our perception – perhaps to the point of us being so accustomed to this distortion we accept the unrealistic claim.

This reminds me of TVXQ and the effect they have over me. I religiously buy all the products they sponsor simply because TVXQ ‘personally’ makes the promise in their ad. Though it hasn’t happened before, what if a brand uses their names to sell false claim products? Will I give in?

Truth is, I probably would. I would be so used to TVXQ = high quality, that perhaps I would not see through the claims.

An ad for Missha Perfume featuring TVXQ. Co-marketing on SM Entertainment and Missha’s part.