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ASA: Olay Regenerist 'Cell By Cell' Exfoliation Claims Imply 'Physiological' Effects

This article was originally published in The Rose Sheet

Executive Summary

Ads claiming P&G's Olay Regenerist skin-care line “re-energizes skin’s appearance cell by cell” mislead consumers into expecting deeper cellular changes rather than mere surface exfoliation, an implied benefit unsupported by the firm's evidence, according to the UK’s independent regulator.

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