L’Oreal has agreed to a proposed settlement with US regulators to end an enquiry regarding deceptive advertising claims that targets users’ genes.
The cosmetics company said that its Genifique products were clinically to boost genes’ activity that would cause “visibly younger skin in just seven days.”
According to Jessica Rich, director of the Federal Trade Commission’s Bureau of Consumer Protection, L’Oreal could not support its anti-aging claims.
In a statement, the FTC said L’Oreal USA is prohibited from making claims that its products affect genes unless it has “competent and reliable scientific evidence.”
‘Quality and effectiveness’
The cosmetic maker said the settlement does not involve monetary penalties and it did not admit any improper advertising practices.
“The safety, quality and effectiveness of the company’s products were never in question,” said L’Oreal USA spokeswoman Kristina Schake in a statement. “Going forward, L’Oreal USA will continue to serve its customers through industry-leading research, scientific innovation and responsible advertising.”