Page 36 - HPIC-Magazine (Feb-2021)

Special Article

deodorants; makeup with SPF (sun fat-reducing creams, facial scrubs for
protection factor) also should ide- smoother, firmer skin, all claiming
ally fulfill applicable requirements to eliminate wrinkles, rather than
for both cosmetics and drugs. If telling they simply conceal them.
these wonder products make drug Cosmetic companies in today’s com-
claims then, should they not also be petitive market environment design
evaluated with a clinical study like claims, with adequate help from their
drugs? formulation, legal and marketing pro-
fessionals to protect themselves from
Fashions, cosmetics and cosme- legal complications and government
ceuticals interventions.
Fashion is a popular style or
practice that aesthetically expresses Typical cosmetic claim types in-
cultural values in a society. Fashion clude:
includes multiple categories: from Basing claims on phony scientific Endorsement from celebrities,

adornment to clothing, accessories studies and medical research giv- film and sports stars.
(e.g., handbags, earrings) and cos- ing the product an aura of respect- Extreme, or extraordinary claims
metics. Worldwide fashion brands ability. wherein false conclusions are pro-
generally have both apparel and Implicitly and explicitly implying jected by making use of incorrect

cosmetics product lines. With the the product is safe for use. substantiation, unsubstantiated
pressure to innovate, it is no sur- Making use of non-standard terms or uncorrelated data, without any
prise that evidence-based medicine like hypoallergenic, tested by der- valid proofs or supporting data,
and its application to cosmetics have matologists, naturally medicated, in vitro data, etc.
become common. The hybrid term etc. Questioning, e.g., “Does not your

“cosmeceutical” proposed by Mr. Using common cosmetic ingredi- skin, need this miracle product?
Raymond Reed in 1961 from “cos- ents in a formulation, but express- Statistical, e.g., “88% users like
metic” & “pharmaceutical” seems ing the same in advertisements it”
apt when referring to “active,” sci- with exotic terms. Vague, e.g., “Your skin glows like
ence based cosmetics that have, or Use general claims without any gold”.

are purported to have, medicinal specifics.
properties. Some typical misleading cosme-
We can subdivide the above main tics advertising claims include:
Although terms such as “cosme- claim categories further: Our award-winning product
ceutical” or “active cosmetics” or Ambiguous, viz., “Cosmeceutical This is the best lotion in the world

“dermocosmetics” are popular terms, Calmer” – it conveys nothing. Clinically proven
the cosmetics industry does not use Cautious, e.g., “The product con- Inspired by groundbreaking DNA

them directly in its advertising, fear- tains Vitamin E, a known anti- research
ing that such deceptive claims could oxidant”. The advertisement will 2% BHA

annoy, offend and insult a consu- never say the levels present and 100% fragrance-free

mer’s intelligence who then could whether it is efficacious as an Your skin feels softer
become cynical and defensive toward antioxidant when it is available in Your skin blossoms overnight

distrustful advertising claims. the product at that level. Looks more radiant

Complimentary, “You are worth Glow like gold
Cosmetic claims it!” 12-hour makeup to instantly cover

Although most cosmetic claims Different or unique, e.g., “No flaws
suggest well-being and happiness other skin cream”, implying that Dermatologists recommended
for the user, there is no clear sub- the product was tested with all ingredient that treats and helps
stantiation, scientific evidence or the other creams available in the prevent breakouts
consumer testing and, if present, the world market. No animal testing
methodologies and data to back the Empty, making use of phrases All you need for all-day confidence

claims is questionable. Cosmeceuti- like “Approved by skin derma- Make visibly clearer skin a way of
cals products in this category include tologists”, without revealing as life
anti-aging or anti-wrinkle products, to who they were. Time is on your side
36 Home, Personal & Institutional Care India February 2021