Misleading Marketing of Cosmetics. Do the “Free from Parabens” and “Free from Allergenic Substances” Claims Really Make Sense?

In recent years, many cosmetics companies have been quick to turn into business opportunity the average consumers concerns on cosmetic products related to safety issues. With the complicity of misinformation, a new claim, the so-called “free from” claim, was born to reassure consumers, particularly in the case of parabens and allergic ingredients. Although much of this can be put down to misinformation and media hype, the blame does not totally lie at the door of ignorance and scarce stories. Furthermore, the increasing size of the market for “free from” products is inevitably fuelling, among consumers, the idea that such ingredients should be avoided. On one side, someone can except that “free from” claims could be useful to help consumer to be able to make an informed choice about whether they want to purchase paraben-containing products or not; on the other side, a wise man could except that there is no informed choice without correct information.