This week Proctor and Gamble were asked by the Advertising Standards Authority in the UK to review their advert for Olay’s  Regenerist skin cream. The advert shows a well known beauty editor endorsing the product as a viable alternative to surgical procedures.  The advert had received 46 complaints when the ASA decided to act so what is all of the fuss about?

The problem is more to do with the way that the advert has been constructed than how good the product is or may be.  It was felt that the advert would mislead people into thinking that they would get as good a lift from the cream as they would with a facelift. The advert was also critisised for implying that the product had mass scientific backing which was not strictly true. Proctor and Gamble are disputing some of the ASA’s findings but will not be able to run the ad now until these issues have been resolved.

So I guess what most people want to know is “Is the product any good?”

The core technology for the “face lift” claim is a chemical called Palmitoyl Pentapeptide-3. This is also known as Matrixyl and has been making waves in skincare over the last decade. This is also the active that is in the Boots No 7 Protect and Perfect Anti-aging cream that just flew off the shelf upon launch. The active is also in other products such as Strivectin, Dermalogica AGE smart, Nu-Skin True Face Line Correction  and more.  There is little doubt that this tiny peptide can enter into the skin and start doing its magic to strengthen and re-build the skin from within. Trials on creams containing the active have been carried out  by various cosmetics companies, not least by Proctor and Gamble who developed this active for skincare along side Sederma.

The problem is that the while the studies showed panelists to be fairly happy with the results, enough for them to say that they could see some visible wrinkle reduction, there was  not enough wrinkle reduction to say that it was as good as a face lift. Other problems with the ad stem from the adverts claim that the product in question has the wide backing of the scientific community. This has been overstated and deemed to be misleading.

While none of these concerns mean that the ingredient doesn’t work they do mean that the results that you are likely to see when using products containing this ingredient will not be as extreme as you would get by going under the knife.  We don’t expect many people to be surprised by that fact!

So the ingredient has shown to be effective at giving some wrinkle relief and it is just the advert that needs a little make over!

If wrinkles bother you, you may like to give a product containing this ingredient a go.  The ingredient is expensive so be prepared to pay a bit! We suggest going for it but choose a product that lists this ingredient  as high up the ingredient list as possible (interestingly the Boots product has this as the last ingredient but people still went crazy for it!)

Australian Beauty web site Adore Beauty have a special offer on all Dermalogica products at the moment. Their Super Rich Repair cream contains this magic ingredient – follow the link  to Adore Beauty  and get 10% off the purchase price! You can also go online at this site and rate the product – sharing is good!

We will come back with more information on peptides and how they work very soon.