Anti-aging is one of the key issues that the beauty industry has been trying to address for years. And to convince consumers of the effectiveness of its products, it never lacks imagination in the claims it uses. At the Anti-Aging Skin Care Conference, held in London on November 29-30, 2022, Dr. Jack Ferguson (consultant for Clearcast, an organization that pre-clears advertisements in the United Kingdom) presented a retrospective of anti-aging claims proposed by brands for their television campaigns over the last 20 years.
To reach the consumer, the promotion (and the language that goes with it) is as important as the product itself. In 20 years, the design (and advertising) of anti-aging cosmetics has evolved and responded to certain trends.
Before beginning, Dr. Ferguson was keen to remind us that Clearcast is not a regulator. “In the UK, advertising codes are set by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). Ofcom is the country’s advertising regulator.”
The expert also clarified that the slogans and claims highlighted in his presentation are not representative of the entire beauty industry. They represent a distillation of what Dr. Ferguson has seen in his career (and which may not have been validated by Clearcast).
2001-2002
The advertisements focused on the fight against the signs of aging and on the mechanisms of action. We find elements of language like:
• Harness the power of Vitamin C
• Reduce signs of ageing
• Visibly regenerate
• Restore youthful lustre
2003-2007
During these four years, the trend was for quick visible results, internal benefits (at the heart of the epidermis) and physiological actions. “One brand even submitted an application to say that their cream …
