Anti-aging creams and anti-cellulite skin care products are in high demand among aging populations in developed countries notably Japan (oldest demographic), U.S. and Western Europe.
The watchdog also upheld complaints about a TV advert which claimed L'Oreal's Perfect Slim cellulite cream had been "judged best anti-cellulite product in an independent study (based on an independent French consumer study)".
Whether women actually became more beautiful by applying Body Performance Anti-Cellulite Visible Contouring Serum, or whether they would have done as well with a quick douse in cold water, is impossible to say.