珀莱雅热销精华面霜宣称“抗老”，林清轩曾因违规宣称被罚

Core Viewpoint - The article highlights that Proya's products are marketed with "anti-aging" claims, but official registrations only support "anti-wrinkle" claims, indicating potential regulatory non-compliance [2][3][11]. Product Claims - Proya's flagship store lists multiple products, including "Early C Late A Dual Anti-aging Essence" and "Ruby Cream 3.0," with "anti-aging" claims in their promotional materials [3][10]. - The "Ruby Essence 3.0" is described as based on "cross-field anti-aging core concepts," while another platform refers to it as "anti-wrinkle" [3][5]. - The "Ruby Cream 3.0" claims to lead a new era of anti-aging based on 17 years of peptide research, but the same product is marketed as "anti-wrinkle" on different platforms [3][5]. Regulatory Compliance - The National Medical Products Administration (NMPA) only recognizes "anti-wrinkle" as a valid claim for the mentioned Proya products, with no mention of "anti-aging" [5][11]. - The NMPA's guidelines specify that any new claims must undergo evaluation by registered testing institutions and comply with national standards [11][14]. Market Performance - The "Ruby Cream 3.0" was launched in 2023 and has sold over 700,000 units on Tmall, while the "Ruby Essence 3.0" has sold over 100,000 units [10]. - The "Early C Late A Dual Anti-aging Essence" was first introduced in 2020 and currently ranks first in Tmall's A-retinol liquid essence repurchase list [10]. Industry Context - The article references a previous case involving Lin Qingxuan, which faced penalties for using "anti-aging" claims in advertising, emphasizing the regulatory scrutiny in this sector [11][14]. - Experts indicate that claims like "anti-aging" are considered violations, and companies should adhere strictly to the NMPA's defined categories for cosmetic claims [14].