Anti-wrinkle cream advert 'mislead users'

The cosmetics giant's ad for Repairwear said the cream enabled the skin to steer "hearty cells" to the base of wrinkles.

It then triggered the skin's own natural collagen production, the magazine advert said.

The Advertising Standards Authority (ASA) said Clinique could not stand up claims about the cream's physiological effect on users' skin.

It found the advert in breach of the advertising code in relation to truthfulness, health and beauty products, cosmetics and substantiation.

The ASA told the cosmetics company not to repeat the claim and to consult an advice team for guidance on future adverts.

An expert working for the watchdog said a scientific study provided by Clinique was based on laboratory test results which had not been proven on consumers' skin.

Clinique's Repairwear advert also stated: "Creates a visible reduction in the appearance of wrinkles."

The ASA permitted the phrase, saying it was a standard claim for moisturisers.

Clinique told the watchdog that Repairwear worked by encouraging the skin to produce new collagen, by calming the irritation in the skin with caffeine.

The company said that boosting natural collagen at the base of deep wrinkles created a visible reduction in their appearance.