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Article: The great pretenders? The search for eternal youth will always be a moneyspinner. But in an era of control, regulation, and apparent corporate responsibility, cosmetics companies are treading a fine line with claims of what their products can do, as L'Oreal discovered last week. Is the pseudo-science of the beauty industry the next target for legislation?(Cover Story)
- Article from:
- Marketing Week
- Article date:
- July 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The quest for beauty and eternal youth has been a recurring theme in both history and mythology. From Cleopatra's belief that bathing in asses' milk helped preserve youth and beauty, to those who have used monkey glands to restore youth, there has always been a relentless determination to avoid the ravages of old age.
In more recent years, the search for such an elixir has been fuelled by cosmetics companies and their scientific so-called wonder cures and therapies. So far, these companies have peddled their exotically formulated lotions and potions to consumers caught up in their own vanity relatively unchecked.
CAP in hand
But L'Oreal ...