SKINCARE brand Olay’s claim that its Regenerist products improve the appearance of skin “cell by cell” has been banned for misleading consumers.
The cosmetics giant claimed Regenerist “re-energises skin’s appearance cell by cell”, with small print adding it did this “by exfoliating skin surface cells”.
A cosmetics doctor complained to the Advertising Standards Authority (ASA) the claim was misleading and challenged Olay to substantiate it.
Procter & Gamble, which owns the Olay brand, said all products in the range included five per cent niacinamide, or vitamin B3, proven to increase the rate of surface cell renewal and provide an exfoliation benefit, while the “lubricous” nature of the product smoothed the skin’s surface.
P&G said it did not believe the claim implied a deeper physiological action.
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