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Notes when using sentences and words in cosmetic advertising

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Notes when using sentences and words in cosmetic advertising

The property of cosmetics is that the effects/effects are not permanent and need to be used regularly to maintain the effect. Some common words and phrases are not accepted in the announcement of cosmetic features according to each product type. However, this list is not considered to be an exhaustive list, the final decision remains with the governing body.

A cosmetic product is a substance or preparation intended for use in contact with the external parts of the human body (skin, hair system, fingernails, toenails, lips and external genitalia) or teeth and oral mucosa whose main purpose is to clean, scent, change appearance, form, regulate body odor, protect the body or keep the body in good condition.

The property of cosmetics is that they produce non-permanent effects/effects and regular use is required to maintain the effect. Products that permanently correct, restore or alter body functions by immunological, metabolic or pharmacological mechanisms are not classified as cosmetics. Products that are administered orally, injected or come into contact with other parts of the body (for example: mucous membranes of the nasal passages, internal genitals, etc.) are not classified as cosmetics.

The use of words to advertise the features of cosmetic products must meet the ASEAN Guidelines on declaring the features of cosmetic products.

When choosing sentences/words in cosmetic advertising, businesses should note:

Some common words and phrases are not accepted in declaring cosmetic features for each product type. However, this list is not considered a complete list, the final decision is still up to the management agency:

Sentences introducing product features are not acceptable

Hair care

● Get rid of dandruff permanently

● Restore hair cells / hair follicles

● Thickens hair

● Prevents hair loss

● Stimulates hair growth

Hair removal products

● Prevent/slow down/stop hair growth

Products used for fingernails and toenails

● Refers to nutrition that affects nail growth

Skin care products

● Prevent, reduce or reverse physiological changes and age-related degeneration
● Scar removal

● Numbing effect

● Treats, cures, and heals acne

● Reduce/control swelling/edema

● Kills fungi

● Kill viruses

● Reduces allergies

● Cure skin inflammation

● Lose weight

● Reduce body size

● Eliminate/reduce fat/slimming

Cellulite treatment
● Body firming/chest firming

● Breast Augmentation

● Melasma treatment

Treatment of pigmentation

● Pink nipples (except makeup products)

● Clean the wound

Hygiene and oral care products

● Treat or prevent dental abscesses, gum disease, gingivitis, mouth ulcers, periodontal disease, pus around the teeth, palatine inflammation, crooked teeth, and oral infections.
● Whitens stains caused by Tetracycline

Anti-odor products

● Stops sweating


● Enhance emotions

● Sex appeal

Words with the meaning of cure such as “treatment”, “treatment”, “treatment” are not accepted in cosmetic advertising (For example: dandruff treatment, melasma treatment, acne treatment, gingivitis treatment, …)

Products intended to be used as antiseptic, disinfectant, antibacterial (Antiseptic, Antibacterial) are only accepted as suitable for cosmetic product features if declared as a secondary use of the product. For example, the product “Hand soap” with the first use of cleaning the skin of the hands, the second use of antibacterial, is acceptable for cosmetics.

Some feature claims are not acceptable for cosmetics but if adjusted to suit the cosmetic’s features, they are acceptable.

Sentences/words are not accepted

Sentences/words are accepted

Completely removes oil from the skin

Helps remove skin oil

To get rid of dandruff

Dandruff cleaning

Acne treatment

Reduces acne/prevents acne


Fades dark spots

Body toning

Skin tightening

Tighten breasts

Firms the skin of the chest area

Tighten the abdomen

Firms the skin in the abdominal area

Thicken the hair

Makes hair look thicker

Skin Recreation

Helps skin regeneration

Skin Restoration

Helps restore skin

Protects skin from the harmful effects of the sun’s rays

Protects skin against the harmful effects of the sun’s rays

Protect skin/hair from damage caused by…

Protects skin/hair from damage caused by…

Businesses can refer to:

ASEAN Cosmetics Agreement.
Circular 06/2011/TT-BYT regulating cosmetic management
Official dispatch 1609/QLD-MP on instructions for classifying cosmetics and announcing cosmetic features.

Shizencos Chemical and Pharmaceutical Company Limited (Shizencos Pharco)
Head office: 373-375 Nguyen Trong Tuyen, Ward 2, Tan Binh District, City. Ho Chi Minh.
Hanoi office: 36 HD Mon City, No. 2 Ham Nghi, My Dinh, Nam Tu Liem, Hanoi.
Factory: B1 Ossif Factory, Tan Kim Industrial Park, Can Giuoc District, Long An Province.
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Saturday: 8:00 a.m. to 12:00 p.m
Email: contact@shizencos.com
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Phone number: 0901 367 522

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