Anti-Aging Products Can’t Fool the FDA

Avon Products, Inc. is under investigation for deceptive marketing tactics involving the cosmetic company’s anti-aging skin care products.

According to the Wall Street Journal, the FDA recently sent a letter to the company’s CEO warning that the claims made on Avon’s website misled readers to believe that the company’s products can actually improve the cellular structure of the skin. This is problematic because any products that change (or claim to change) a function of the human body must comply with federal law. Our personal injury attorneys at Pintas & Mullins Law Firm are currently evaluating claims involving those misled by Avon and other cosmetic companies

The products under attack by the FDA claim to stimulate skin cells, boost production of collagen, and fortify damaged tissue. The FDA warns Avon that the products are neither safe nor effective, and have not been approved as new skin-cell renewing drugs. Federal officials are ordering Avon to review its advertisement strategy and make detailed corrections relating to the effects of several products, including Anew Clinical Advanced Wrinkle Corrector, Anew Reversalist Night Renewal Cream, Anew Reversalist Renewal Serum, Anew Clinical Thermafirm Face Lifting Cream, and Solutions Liquid Bra Toning Gel.

Avon is not the first cosmetic company to receive such a letter. The FDA recently sent similar warnings to Lancôme, Bioque Technology, and Andes Natural concerning the marketing tactics of their respective cosmoceuticals. With the cosmetics industry rapidly approaching $60 billion in value in the United States, the FDA is making consumer safety a top priority while keeping cosmetic giants under close scrutiny.

This warning is part of a slew of recent negative publicity surrounding Avon. This year the company was part of a drawn-out bribery probe and is in the midst of an executive overhaul. The turnaround is expected to take several years, and the pressure by the FDA is adding smear to the company’s already tarnished name. In its warning letter, the FDA asserts that failure to review and change the company’s labeling will result in court-ordered injunctions against the manufacturer and seizure of illegal Avon products.

Propelled by baby boomers, the sales of anti-aging products reached nearly $3 billion last year. Unfortunately, deceptive and misleading cosmetic advertisements have been a part of mainstream media for decades, and many consumers may rightfully be wondering why it took the FDA so long to crack down.

The warning letter comes in the wake of a class action lawsuit against Avon regarding animal testing measures and inadequate disclosures. The public is actively speaking out against the company’s deliberately misleading rhetoric. The consequences of Avon’s deceptive marketing tactics are not limited to government intervention; consumers who feel the company has gone too far in their outlandish advertisements are presently filing class action lawsuits with the assistance of skilled personal injury attorneys.

Cosmetic giants have toyed with the expectations of consumers for years, and the latest government response is a long time coming. Currently, on Avon’s website, products such as Anew Reversalist Renewal Serum still claim to “reactivate skin’s repair process,” and it is still not entirely clear what actions the company is taking in response to the warning letter. Consumers who have been mislead, disappointed, or deceived by such marketing campaigns deserve to be voiced. Misleading advertisements not only harm consumers, they also harm the marketplace by taking away business from other law-abiding competitors.

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