美妆“抗老”宣传罚单频现 这个双11谁还在“擦边”冒险？

Core Viewpoint - The competition in the beauty and skincare sector during this year's Double Eleven shopping festival is intense, with brands aggressively promoting anti-aging claims despite regulatory risks [1][2][3]. Group 1: Marketing Strategies - Many beauty brands are using "anti-aging" and "anti-aging" as key marketing slogans to address consumer anxieties about aging [2]. - Brands like Proya and Pechoin are prominently featuring "anti-aging" in their promotional materials, with specific product claims such as "scientific anti-aging" and "visible youth in 4 weeks" [9][12]. - Despite these claims, some brands' customer service representatives have stated that their products do not have anti-aging effects, highlighting a contradiction in marketing versus product classification [10][13]. Group 2: Regulatory Compliance - The National Medical Products Administration has not recognized "anti-aging" as an approved claim under the 26 categories of cosmetic efficacy, making such claims a regulatory risk [2][15]. - Several brands have faced administrative penalties for making unapproved efficacy claims, indicating a growing concern over compliance in the industry [4][17]. - The current regulatory framework requires that any claims made must be supported by scientific evidence, which many brands fail to provide, leading to potential accusations of false advertising [15][16]. Group 3: Market Dynamics - Despite previous penalties, many brands continue to push the boundaries of regulatory compliance, suggesting that the cost of non-compliance is perceived as low compared to the potential sales benefits of appealing to consumer desires for anti-aging products [18]. - The strong consumer demand for anti-aging products drives brands to prioritize short-term profits over long-term regulatory compliance, creating a challenging environment for maintaining ethical marketing practices [18][19].