L'Oréal told to prove claims

Swedish consumer ombudsman wins court case against the cosmetic company
Learn more

01.L'Oréal told to prove anti-wrinkle claims

A Swedish court has ordered the country's division of cosmetic company, L'Oréal prove anti-wrinkle claims made about two of its products. The consumer and competition court found that two ads for L'Oreal Sweden's Vichy Liftactiv Pro and Lancome High Resolution creams made misleading claims. The ads claimed one of the creams reduced wrinkles at "laser speed" - making them 43 to 70 per cent less visible, depending on the advert - and that the other cream reduced wrinkles by rebuilding the skin.

The court said it would fine the company 1 million kroner ($143,000) if it does not comply with the ruling. It also ordered L'Oréal to pay the legal costs of the Swedish consumer ombudsman Konsumentombudsmannen (KO), who took the cosmetic company to court last year. Companies that use of medical arguments in ads are subjected to particularly high scrutiny. However, the courts have never previously tried cases involving cosmetic products.

In 2009, CHOICE awarded the Shonky Award to L'Oréal for their Elvive shampoo, conditioner and serum regime. The company claimed the three products would give you hair that is “4x smoother and sleeker” - but the fine print stated only compared to normal shampoo.



Sign up to our free

Receive FREE email updates of our latest tests, consumer news and CHOICE marketing promotions.

Your say - Choice voice

Make a Comment

Members – Sign in on the top right to contribute to comments