Business ProfileforLumina Luxe Skin

On November 22, 2022, BBB requested Lumina Luxe Skin to modify, substantiate, or discontinue claims made on their website (https://luminaantiaging.com/) that read, "Achieve Visibly Younger Looking Skin", "Brighten Skin's Appearance", "Restore Your Radiant, Firmer Skin", "Smooth Look of Stubborn Fine Lines", and "Only 100 trials available now!" Additionally, on the company's Facebook (https://www.facebook.com/profile.php?id=100083183216216) it read, "Improvement of Overall Skin Tone" and "This cream is among the most effective we have seen. This cream is unlike others because it is made with care and quality.." Advertisers must be prepared to substantiate such claims per BBB's Code of Advertising. 

BBB's Code of Advertising Section 29 states, expressions of opinion or personal evaluation of the intangible qualities of a product or service are likely to be considered puffery. Such claims are not subject to the test of truth and accuracy and would not need substantiation. 29.2 Puffery may include statements such as “best food in the world” and “we try harder” as well as other individual opinions, statements of corporate pride, exaggerations, blustering and boasting statements upon which no reasonable buyer would be justified in relying. Puffery also includes general claims of superiority over comparable products that are so vague that it can be understood as nothing more than a mere expression of opinion. BBB's Code of Advertising Section 34 states, claims relating to performance, energy savings, safety, efficacy or results for a product or service should be based on recent and competent testing or other objective data. Additionally, BBB's Code of Advertising Section 1 states, the primary responsibility for truthful and non-deceptive advertising rests with the advertiser. Advertisers should be prepared to substantiate any objective claims or offers made before publication or broadcast. Upon request, they should present such substantiation promptly to the advertising medium or BBB; 1.2 Advertisements which are untrue, misleading, deceptive, fraudulent, falsely disparaging of competitors, or insincere offers to sell, shall not be used; 1.4 Misrepresentation may result not only from direct statements, but by omitting or obscuring a material fact.

As of December 6, 2022 the business has not responded to BBB's request.