「細胞に働きかける」「ヒト幹細胞由来」…化粧品の広告で非常に多く見受けられるフレーズです。しかし化粧品で「細胞」は基本的に薬機法上認められません。
本稿では、
細胞表現が認められない理由といいかえ表現の考え方について、景品表示法務検定アドバンス(消費者庁、公正取引協議会主催)食品の適正表示推進者(東京都福祉保健局主催)などを所有する専業薬機ライターが解説します。
化粧品で「細胞」は不可|その理由は?

最近、「ヒト幹細胞美容液」「幹細胞美容液」など細胞に働きかけるかのような表現を用いた化粧品広告が多いですが、基本的に薬機法違反となります。
薬機法では医薬品でないものについて医薬品的な効果効能をうたうことを禁じています。化粧品に関しては原則化粧品の効果効能表56の範囲を逸した表現は認められません。「細胞」の訴求は化粧品の効果効能56の範囲を超えるので基本的にはNGです。
細胞の表現について、化粧品広告ガイドライン【2020年版】は「E9「細胞」等の表現」のなかで次の通り規定しています。
「E9「細胞」等の表現」
細胞レベル等(角質層を除く表皮、基底層、真皮、皮下組織、遺伝子等を含む)の表現においては、化粧品等の定義や効能効果の範囲を逸脱することになるので行わないこと。
化粧品等の適正広告ガイドライン【2020年版】
細胞レベル等(角質層を除く表皮基底層、真皮、皮下組織、遺伝子等を含む)の表現は行わないことと明記されています。
他方で、ガイドラインは「配合成分の名称や由来の説明として「細胞」等を表現する場合は、客観的、科学的に認められている事実の範囲であれば差し支えない」としています。
つまり配合成分の表示、もしくは成分の説明として用いる場合は客観的、科学的に立証されている範囲内であれば細胞表現も認められるということです。もっとも前提として事実であることは求められます。
OK表現とNG表現

以上を踏まえ薬機法上、どのような表現であれば可能で、どのような表現が不可になるのか、見ていきましょう。
NG表現

配合成分の名称や説明以外で細胞の文言を使うと基本的にアウトです。次の表現はすべてNGとなります。
【NG表現】
- 幹細胞コスメ
- ヒト幹細胞美容液
- コスメ細胞
- ○○細胞に着目した化粧品
- 細胞由来の力
- 細胞レベルから美しく
- 細胞が生き生きと目覚め
- 細胞に力を与える
- 美細胞に働きかける
- 幹細胞コスメ
「ヒト幹細胞美容液」「幹細胞美容液」などはよく見られますが原則的に違反となります。摘発されない理由は、定かではありませんが、おそらく違反件数が多すぎて取り締まりが追い付いていないからでしょう。
OK表現

認められるOK表現のまえにガイドラインの規定をもう一度確認しておきましょう。
「E9「細胞」等の表現」
細胞レベル等(角質層を除く表皮、基底層、真皮、皮下組織、遺伝子等を含む)の表現においては、化粧品等の定義や効能効果の範囲を逸脱することになるので行わないこと。
よく見ると「角質層を除く」とありますね。
「角質層を除く」とわざわざつけているということは角質層までであればOKということです。化粧品広告ガイドライン【2020年度版】E6 しわ予防・解消等の表現では「皮ふ深部(細胞レベル)」という言い方が用いられています。
このことからも角質層への訴求は化粧品の効果効能を逸脱しないと考えてよいでしょう。
以上から認められる表現として例えば次のようなものが考えられます。
【OK表現】
- リンゴ果実培養細胞エキス(成分表示名称)
- トマト葉細胞培養エキス(成分表示名称)
- コンフリー根細胞エキス(成分表示名称)
- 肌が生き生きと目覚め
- 肌環境を整えます
- 肌がイキイキします
- 肌が息吹く
- 中から美しく(「体内から」とするとNG)
- 角質層に働きかける
- 肌がくまなく息づいているみたい
【訴求のコツ】
- 成分名として表記する(ただし事実であることが前提)
- 「なかから」など抽象的な表現を用いる
- 肌表面・角質層までにとどめる
とにかく効能に関しては「細胞」の文字は使わないことが鉄則となります。訴求のコツとしては「なかから」など抽象的な表現を用いること、肌表面・角質層までにとどめることくらいです。
細胞はいえる範囲が狭く、なかなか強いコピーを作るのは難しいのが実際です。摘発リスクを考えると、いっそのこと細胞訴求はやめて、うるおいやハリ訴求など別のアプローチをとるのが賢い選択かもしれません。
公式LINEでは、期間限定で実践的ないいかえテクニックや、稼ぐための最新薬事ノウハウについて発信しています。
「幹細胞美容液」は可能?

最近、「幹細胞化粧品」や「幹細胞コスメ」といった「幹細胞」を謳った化粧品を広告でよく見かけますが、「幹細胞」
という言葉を化粧品で使用しても問題ないのでしょうか。
成分の説明であれば可能

成分の由来が幹細胞という意味であれば、幹細胞美容液も問題ありません。
たとえば「リンゴ幹細胞抽出エキス」が注目されていますが、成分が幹細胞であったりその抽出物等であったりすれば、「幹細胞」の表示は可能です。
ただし、肌の(幹)細胞への作用はうたえません。成分を肌に塗って肌の細胞(幹細胞)に作用するという表現はNGです。
成分の形容であればOK、作用部位として述べればNG、ということです。
なお、化粧品等の適正広告ガイドライン【2020年版】では、「幹細胞コスメ」という表現をNGとしていますが、「植物幹細胞由来の意味」といった注があればNGとはなりません。
そのほか。日本化粧品工業連合会(粧工連)の全成分リストでは「幹細胞順化培養液」というワードを認めています。
正しい知識でホワイトな訴求を!

Life-lighterでは”好かれて売れる訴求”を基本理念に広告法務を提供しています。
- さらに詳しく知りたい!
- 扱ってほしいテーマがある!
- この表現はセーフか知りたい!
などでも結構ですので、まずはお気軽にお問い合わせください。
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