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The First "Claimy" Award

Posted Sep 07 2008 8:38pm

ClaimyAward

The FDA goes to great lengths to police what skin care companies say that their products can do to the skin. For companies that violate the public's trust, the FDA will rain down on their marketing parade by sending a cease and desist letter. Here's a great example of one of those letters.

Well, the skin care marketing industrial complex has created an art out of making claims that don't really say anything. I can see some brilliant Madison Avenue marketing executive sitting in their office and creating this incredibly brilliant statement that will cause the masses to run out of their homes and purchase the next big miracle cream.

Getting ready for work this morning I heard a statement from a mass marketed anti-aging product that made the following claim:

"This product will visibly reduce the signs of aging by a full dermatological grade"

WTH?, Does that mean I will get an A instead of B? You mean I can qualify for medical school now? Does this mean that dermatolgists are now grading our skin? This is the most powerfully brilliant claim thats says nothing, so I wanted to give it our first Claimy Award. I hope this marketing executive is feeling pretty good about themselves. (I hear the voice of that Budweiser radio announcer guy in my head saying you deserve a Claimy).

I hope the public will understand that there are no overnight miracle cures. It takes realistic expectations, hard work and patience to create younger looking skin (i.e. it takes a retinoid and some other things ).

The irony of things is that, when I went and looked up what the active ingredient was in the skin care product mentioned in the Claimy ad, I found it was retinol. However, I can assure you that there is not enough of the active ingredient in the product to make a "visible full dermatological grade difference".

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