Pentapeptides are believed to be able to penetrate into deeper skin layers and not only make your skin firmer but also to reduce appearance of wrinkles.
But do they really work? Recently Olay Regenerist skin cream that boasts of containing anti-aging pentapeptides got under scrutiny by the Advertising Standards Authority (ASA)(UK). The ad for Olay Regenerist claims that a study presented at the World Congress of Dermatology showed that “pentapeptides are effective in reducing the appearance of lines and wrinkles”. ASA launched its own investigation and concluded that the scientific paper mentioned in the ad actually did not have sufficient evidence to support the claim. In fact, in the study submitted by Procter & Gamble to ASA the majority of test subjects reported no effect!
It’s all in the wording. Unfortunately, advertisers often word information about a product in a way that misleads the consumer. Wouldn’t you agree that the only mention of the World Congress of Dermatology adds certain authority to the anti-aging promises of Olay Regenerist?
The bottom line: Have a critical mind and don’t trust ads easily!
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