Vitamin pill manufacturers have increasingly tapped into the highly lucrative ‘beauty’ market. Typically, they manufacture and then avidly promote products such as ‘anti-aging’ creams and supplements designed to make skin look and feel smoother. Among these are the popular ‘anti-wrinkle creams’.
Anything that can hold back signs of ageing will sell well. That is where huge profits can be made. The ‘need to maintain youthful looks’ is a massive market.
In Europe, analysts claim that there is absolutely no accepted scientific basis for the claims stated on anti-aging products. They are probably right.
In the UK, food scientist and technical director of the Council for Responsible Nutrition, Peter Berry-Ottaway, says that anti-ageing supplements should be made illegal to advertise. But that is really a moot point in a free market economy.
So long as beauty products do no harm, and a number of buyers say that they have ‘benefited’ from them, then there will always be a market.
By the way, the Council for Responsible Nutrition is a body actually funded by big UK supplement companies. It just goes to show that there is still some honesty in big business today.
Peter added that: “Responsible, reputable companies are actually adhering to the law, but unfortunately others are not.”
Aldain Goggins, a pharmacist and specialist in nutritional medicine, says:
“The human body has evolved to use nutrients in balanced and healthy ways.
“When nutrients are taken in isolation and in high doses, the body’s biochemical reactions can be put dangerously out of balance.
“This is because large doses of one nutrient can effectively block the body’s ability to use other nutrients.
“It’s a bit like having a soccer team and only playing 11 strikers or 11 defenders.
“And yet these problems don’t mean that all supplements are over-hyped, useless or dangerous. The situation is far more nuanced.”
It is over-hyping that causes concern. Probably the claims made about anti-ageing and anti-wrinkle creams, gels and potions, can be verified. Otherwise manufacturers would eventually face expensive lawsuits.
Advertising agencies are very good at what they do, and employ highly talented copywriters who push credibility to the limits without breaking the law.
Besides, if the author and actress Joan Collins – who is in her eighties – says that she takes vitamin E for her skin and vitamin D to keep her bones strong, well, most people will believe her because of her youthful looks!
She makes powerful testimonials for anti-ageing products.
In the end it will always be up to purchasers whether or not to believe the hype and to part with their money. If profits can be made, there will always be a market for beauty supplements.