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Beauty Pie's Wrinkle Mask Ad Deemed Misleading
10 Jun
Summary
- Advertising watchdog banned a face mask advert for unproven wrinkle reduction.
- The watchdog cited small sample sizes and lack of placebo group.
- LED technology is a growing market, set for £600m global value by 2032.
An advert for Beauty Pie's LED face mask has been banned by the Advertising Standards Authority (ASA) for making misleading claims about reducing wrinkles. The advertisement, seen on the London Underground, stated the mask was "clinically proven to reduce wrinkles in four weeks." However, the ASA found that Beauty Pie did not provide enough evidence to support this assertion.
Beauty Pie presented trial results from 28 people aged 30 to 65, who used the mask for four weeks. The company claimed 92% of testers saw a "significant reduction in wrinkles." However, the ASA deemed the sample size "relatively small" and highlighted that the testing methodology had "significant limitation" as it lacked a placebo group and involved other products not sold with the mask.
While LED technology is widely used in medical settings and its global market is projected to reach £600 million by 2032, dermatologists express caution. They note that large-scale, long-term clinical trials are lacking for at-home LED devices, making it difficult to ascertain their true benefits. The ASA has ordered Beauty Pie not to repeat the misleading claim unless substantiated with robust evidence.
