WELLNESS
10/17/2012 08:04 am ET Updated Dec 17, 2012

Avon Must Stop Advertising Skin Care Products By Making Them Sound Like Drugs: FDA

FILE - In this file photo made Nov. 15, 2005, a saleswoman, who did not give her name, places items for a picture on display
FILE - In this file photo made Nov. 15, 2005, a saleswoman, who did not give her name, places items for a picture on display in an Avon store in New York. Avon Products Inc. says it has tapped one-time Johnson & Johnson executive Sherilyn S. McCoy as its new CEO as the struggling beauty products company looks to regain its past luster, according to reports Monday, April 9, 2012. McCoy will take over the post from Andrea Jung, who will stay on as executive chairman. (AP Photo/Gregory Bull, File)

Oct 16 (Reuters) - The U.S. Food and Drug Administration warned beauty products company Avon Products Inc to stop advertising its Anew range of skin care products using language that makes them sound like drugs.

In September, the regulator had warned L'Oreal SA for making similar claims.

The FDA reviewed the company's website in August, and objected to claims made about the products Anew Clinical Advanced Wrinkle Corrector, Anew Reversalist Night Renewal Cream, Anew Reversalist Renewal Serum, Anew Clinical Thermafirm Face Lifting Cream, and Solutions Liquid Bra Toning Gel.

The regulator warned Avon in a letter dated Oct. 5 that the claims on the company's website implied those products were intended to affect the structure or function of the human body, which would classify them as drugs.

The letter was posted on the FDA's website on Tuesday. (http://link.reuters.com/qug43t)

Avon was not immediately available for comment outside of U.S. business hours. (Reporting by Krithika Krishnamurthy in Bangalore; Editing by Chris Gallagher)

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