cosmetics News & Analysis
3 articles
Market Mood
Beauty Pie (BEAUTY) LED Mask Ad Banned Over Misleading Claims
The Advertising Standards Authority banned an ad for Beauty Pie's LED face mask, which claimed to be 'clinically proven to reduce wrinkles in four weeks.' The authority noted that Beauty Pie's supporting evidence from a test involving 28 people was insufficient due to the small sample size and lack of a placebo group. While 92% of testers reported a reduction in fine lines, the ASA ruled that improved results could not be attributed solely to the mask. The LED market is projected to reach £600 million globally by 2032, indicating a significant opportunity despite the ruling.
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Eucerin (BEI) Face Serum Advert Banned Over Misleading Claim
An advertisement for Eucerin Hyaluron-Filler Epigenetic Serum, priced at £49, was banned due to misleading claims indicating users could look 'up to five years younger'. The Advertising Standards Authority (ASA) investigated the marketing after receiving a consumer complaint, revealing the claimed study involved 160 participants over four weeks without a control group and raised concerns regarding its methodology. Beiersdorf, owner of Eucerin, stated the claim reflected a genuine maximum improvement and asserted all its studies adhere to industry standards. The advertisement is now deemed misleading and must not reappear in its previous form.
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Estée Lauder and Puig Discuss Potential $40 Billion Merger
Estée Lauder is in merger discussions with Puig, a Spanish company, potentially creating a beauty giant valued at $40 billion. Currently, Estée Lauder is the second-largest cosmetics company globally, behind L'Oréal. Puig reported over €5 billion in revenue for 2025. Estée Lauder confirmed that no agreement has been finalized as of now, stating there is no assurance regarding the deal or its terms. After the announcement, Estée Lauder's shares closed nearly 8% lower.
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