L is for Lancome (L’Oreal): Namarketing A to Z

The U.S. Food and Drug Administration warned L’Oreal SA’s (OR.FR) Lancome USA unit about the marketing of certain anti-wrinkle products, saying the products are marketed with claims suggesting they are drugs.

Namarketer Namrketing A to Z Bob Namar

The agency said the way the products are currently marketed cause them to be drugs because the products are “intended to affect the structure or any function of the human body.”

“We are aware of FDA’s letter to Lancome and will respond to their regulatory concerns in a timely manner,” said Rebecca Caruso, a L’Oreal spokeswoman. “Lancome is committed to complying fully with all laws and regulatory standards.”

Compliance after-the-fact is no way to run a company.  Lancome was well aware of what they were saying and implying.

It’s the simplest rule, yet this is where the most trouble comes from. Slight exaggerations and boasting (“the best kitchen gadget ever invented!”) are expected and for the most part allowed in advertisements, but don’t get slick with your wording or rely on technicalities to remain truthful. For example, you might be able to truthfully say that your umbrella is great in the rain, but don’t go overboard and assert it will hold up to any hurricane if you haven’t tested it.

“A truth that’s told with bad intent
Beats all the lies you can invent.”
― William Blake, Auguries of innocence

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About Namar

An intergrated marketing professional inclined to ruminations and, occasionally, to taking a contrary position.
This entry was posted in Advertising, Marketing A-Z, Truth. Bookmark the permalink.

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