Lancme slapped with FDA warning over ad for anti-ageing range that claims to "boost the activity of genes"

Lancme slapped with FDA warning over ad for anti-ageing range that claims to 'boost the activity of genes'

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UPDATED:

17:20 GMT, 17 September 2012

Lancme has been ordered to tone down an ad for its latest anti-ageing cream by the Food and Drug Administration.

The beauty giant claims that its Gnifique range of products, which cost up to $130 for a 2.5oz bottle, 'boosts the activity of genes' and will 'stimulate
cell regeneration to reconstruct skin to a
denser quality.'

However the U.S. body says that only a product classified as a drug could make such claims, and Lancme had not met the necessary criteria for the product to be marketed as a drug.

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genifique lancome

Warning: Lancme has been ordered to tone down anti-ageing claims for its Gnifique range of products by the FDA

The FDA's letter, to Lancme's parent company L'Oreal, read: 'The claims on your web site indicate that these products are intended to
affect the structure or any function of the human body, rendering them
drugs…

'Your products are not generally recognized among qualified experts as
safe and effective for the above referenced uses.'

It warned L'Oreal to correct its advertising message within 15 days, or risk having the products removed from U.S. stores.

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genifique lancome

Bold claims: Lancme says its Gnifique range 'boosts the activity of genes' and will 'stimulate cell regeneration to reconstruct skin to a denser quality'

A spokesman for L'Oreal confirmed receipt of the letter, telling the Wall Street Journal: We are aware of FDA's letter to Lancme and will respond to their regulatory concerns in a timely manner.

'Lancme is committed to
complying fully with all laws and regulatory standards.'

'The claims… indicate that these products are intended to
affect the structure or any function of the human body, rendering them
drugs'

The Lancme products bearing claims under question by the FDA include the whole Gnifique 'youth-activating' range, as the Absolue Precious Cells
range and the Rnergie Microlift Eye R.A.R.E. Intense Repositioning
Eye Lifter.

The latter promises users: 'Immediate lifting, lasting repositioning. Inspired by eye-lifting
surgical techniques… Unique R.A.R.E. oligopeptide helps to re-bundle collagen.'

The FDA's letter reminds L'Oreal that a new drug cannot legally be marketed in the U.S. without its prior approval.

As Dr Barney Kenet, a Manhattan-based
dermatologist, explained to ABC News: 'If it truly modified the activity of the
genes, it wouldn't be sold over the counter, simple as that.'

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genifique lancome

Threat: The FDA warned Lancme to correct its message within 15 days, or risk having the products removed from sale in the U.S.

Last week, a new anti-wrinkle cream, said to be so effective it has convinced women not to have cosmetic surgery, went on sale in the U.S.

During tests, ANEW Clinical Pro Line Eraser Treatment was said to have reduced the signs of ageing in just seven days.

Avon, which is selling the cream for $40, says it contains an ingredient that boosts production of collagen and elastin, which give skin its youthful plumpness and elasticity.

VIDEO: Watch the ad that the FDA questions

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