I am home for the holidays (Arizona), and, as to be expected, I’ve spent quite a bit of my time in and out of shopping malls and Wal-Marts. As I cruised many personal care aisles, I never realized how many shampoos, conditioners, face washes and moisturizes claim not only “natural," but “antioxidant." In fact, I’m holding my conditioner bottle right now and it claims “new anti-oxidant technology;" yet I know this is ridiculous, as these ingredients aren’t good for me, let alone helping me fight off free radicals. As an editor for a cosmeceuticals magazine, you’d think I wouldn’t be so shocked by the pervasiveness of these product claims but very honestly, I was appalled.

Similarly, I was reading an article on Wine Spectator’s website about the federal government allowing Willamette Valley Vineyards in Oregon to print the resveratrol content on its wine labels. Resveratrol, an antioxidant found in the skins of grapes, is popular for heart health, but it also has a reputation for reducing sunburn damage and the growth of skin melanomas. This antioxidant claim, also doesn’t directly affect the cosmeceuticals industry, seems appropriate and worthy (and any excuse I can use to drink a glass of red wine, I will), while the antioxidant claim on my conditioner bottle seems deceitful and unworthy.

My hope is 2011 introduces some regulatory action on what personal care labels are able to boast regarding natural, organic, antioxidants, etc., because quite frankly, I’m tired of seeing these bogus claims.

In the meantime, I wish you a Merry Christmas and cheers to the New Year!