A Wrinkle In Their Plans

Speaking of taking advertising too seriously comes this story about wrinkle creams.

The bottom line? They don’t work and some of the world’s major cosmetics companies have come under the microscope of Australia’s Therapeutic Goods Association over the efficacy of the products:

The makers of Lancome, Clinique, Estee Lauder, L'Oreal and Payot have all been ordered to withdraw advertisements in the past year after complaints to Australia's Therapeutic Goods Administration.

The TGA's complaints panel found while the creams, peels and serums were only cosmetics, they were making claims that were therapeutic, or which would make a physiological difference.

This comes hot of the heels of drink manufacturer Ribena screening a series of advertisements to apologise for misleading statements about the amount of vitamin C in its blackcurrant drinks.

The Australian Competition and Consumer Commission ordered GlaxoSmithKline, the manufacturers of Ribena, to correct the misleading statement and its New Zealand counterpart has fined the company more than $190,000.

It was two New Zealand schoolgirls in 2004 who uncovered the erroneous claim during a science experiment.

For business, it emphasises once again the need for clear communication and internal accountability with an importance placed on regular reviews.