French cosmetics company L’Oreal has agreed to settle a case with US Federal Trade Commission’s Bureau of Consumer Protection over charges of deceptive advertising.

A campaign for L’Oreal’s Genifique products claimed its products would lead to “visibly younger skin in just seven days” by targeting the users’ genes.

The US consumer regulator said that the adverts were “false and unsubstantiated”.

L’Oreal’s Genifique campaign claimed its products would lead to visibly younger skin in just seven days by targeting the users’ genes (photo Lancome)

L’Oreal said the claims in question had not been used “for some time now”.

“It would be nice if cosmetics could alter our genes and turn back time,” said Jessica Rich, director of the Federal Trade Commission’s Bureau of Consumer Protection.

“But L’Oreal couldn’t support these claims.”

As part of the settlement, L’Oreal USA is barred from making any anti-aging claims unless it has “competent and reliable scientific evidence substantiating such claims”, the FTC said.

The advertising campaigns ran across TV, radio and online and claimed that the Genifique product was “clinically proven” to “boost genes” activity and stimulate the production of youth proteins which would lead to “visibly younger skin in just seven days”.

“The safety, quality and effectiveness of the company’s products were never in question,” said L’Oreal USA spokeswoman Kristina Schake in a statement.

“Going forward, L’Oreal USA will continue to serve its customers through industry-leading research, scientific innovation and responsible advertising,” Kristina Schake added.

[youtube 7X5ESgu21qY 650]