L'Oreal respond, but decline to show their working.

Dear L'Oreal,

I'm very interested in your advertising claim (the Eva Longoria-Parker advert for Extra-Volume Collagene Mascara), that it provides "up to twelve times more impact in a single glance". How is this measured? I used to work with some experts in impact testing, and as far as I could tell most of their tests involved dropping metal balls onto sheets of various materials. Is it a similar procedure in a cosmetics lab? I understand Mrs. Longoria-Parker has a bachelor's degree in science, does she help out personally with the tests? It seems like that would be a good idea - I guess she's very successful at the moment, but you never know when it's good to have another job to fall back on.

Thank you for your time, I look forward to your answers.

L'Oreal's response:

Dear Mr Lawrence,

Thank you for your recent email and for showing interest in our company. I can advise that we use Hydra Collagen in the Extra Volume Collagen Mascara. This is known for its volumising properties and lashes are instantly plumped up and full of body. From extensive laboratory tests carried out, we can ensure that this product is suitable for the purpose for which it has been designed for and is of the highest standard.

It seems to me that L'Oreal are telling me that they have performed the required safety tests - which is nice, but nothing I didn't expect anyway. But their claim? Marketing nonsense, clearly.