It's time for beauty brands to "calm down" in the fog of scientific research."China Cosmetics" magazine Sun XiaoxiaoRecently, LVMH's beauty brand Guerlain has been controversial for launching a cream "Orchidée Impériale Gold Nobile" that claims to incorporate "quantum biology" technology. On social networking**, some users criticized the "quantum" theory proposed by the new product as pseudoscience. Dozens of experts and scholars specializing in quantum physics have pointed out the lack of precision in Guerlain's scientific arguments.
Quantum biology, a subdisciplinary discipline that attempts to apply the principles of quantum mechanics to living systems, can be traced back to the 20s of the 20th century. Now, is the cosmetics industry going to knock on the door of "quantum biology"?
China Cosmetics "saw in Guerlain France's official ** that the new cream declared: through the application of quantum biology to the study of ** cells, the innovative launch of the "Orchidée Impériale Gold Nobile" series of products, this technical application helps to rejuvenate and restore the initial level of cells.
Screenshot from Guerlain's French official website * The French "biologie quantique" translates as quantum biology, a high-end cream priced at 650 euros and 50ml in Europe, lifting the heavy stone of "cutting-edge technology" and "smashing" one's feet.
Etienne Klein, a French physicist and director of the French Atomic Energy Commission, commented on social **: "I thought it was fake news, but I didn't expect that there really was this cream product, which would make Schrödinger, Dirac and Heisenberg uneasy in their graves." ”
In response to the doubts, Guerlain made a statement to AFP: "The company has been aware of the problems or risks of confusion in the use of the word 'quantum' and will devote itself to research in the relevant fields to ensure the scientific nature of its information, and will refine and clarify the communication strategy to avoid ambiguity." ”
At the same time, Guerlain mentioned in a public press release that its new skincare line is based on the research of major scientific advances in the field of quantum biology of ** cells, and has achieved certain results in cooperation with biophysicists from Palacky University in the Czech Republic.
Screenshot from Guerlain's official website in France's public press release* The red part mentions the relevant cooperation with the University of Palacky in the Czech Republic, "China Cosmetics" noticed that the newly launched "Royal Orchid Golden Radiance Series" on Guerlain China's official website, its cream is priced at 6100 yuan 50ml, and the official promotional page shows: "Guerlain and Palatsky University biophotonics experts have found that skin cells emit biophoton-level shimmer." This glowing function changes with age, affecting the youthful appearance of the skin. For the first time, Guerlain has developed an innovative biophotonic anti-aging technology that acts on young cells to significantly amplify the youthful appearance of the skin and act on the youthful glow of the skin. ”
Source: Guerlain China's official website.
Product display page of China's official website.
The foreign name of this new product released in the Chinese market is also "Orchidée Impériale Gold Nobile", which belongs to the same series, but the word "quantum biology" does not appear on the product promotion page on the Chinese official website, and its scientific research technology is expressed as "biophoton".
On January 9, China Cosmetics magazine contacted the Guerlain brand for specific information on related issues, but has not received a reply as of press time.