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Beginning in July of this year cosmetic products sold in the EU are obliged to comply with the new European cosmetics regulations (EC)1223/20092. The rules regarding claims made about a product will get stricter. Including keeping relevant data on file to back up any claims made about a product.
Article 20 states that products claims should "not be used to imply that cosmetic products have characteristics or functions which they do not have".
(you can find the new regulations here)
Therefore you will now be required to substantiate skin firming, appearance of wrinkles etc. through scientific studies and keep such proof on file.
in the next three years the commission will be publishing additional guidelines so this is a work in progress.
I trust this answered your question.
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