The advert for Repairwear stated that the cream enabled the skin to steer 'hearty cells' to the base of wrinkles, thus triggering the skin's own natural collagen production.
Clinique's claim triggered a strong reaction from the ASA, with the watchdog stating that Clinique could not uphold the claim about the cream's physiological effect on skin.
Clinique released a statement in response to the claim, which said: 'Clinique unreservedly stands by its advertising claims. However, out of respect for the ASA decision and the self-regulatory process, Clinique will take ASA's position into account in future advertising for this product'.
An expert at the ASA said that Clinique had not tested the product on consumer's skin and therefore the accuracy of the claim was not valid. The tests were made in a laboratory environment.
The company was found to be in breach of the advertising code with regard to truthfulness, health and beauty products, cosmetics and substantiation. Because of this the ASA instructed the company not to repeat the claim and to consult an advice team for guidance on future adverts.
However, the ASA did allow a statement in the advert that said that Repairwear 'creates a visible reduction in the appearance of wrinkles', saying that it was a common term in moisturiser advertisements.
Clinique, which is part of the Estee Lauder group and markets it's products on being fragrance free, stated that 'we have the highest regard for customers needs and specialise in creating high quality products employing state-of-the-art technology to deliver effective results'.
The Repairwear product line consists of numerous anti-wrinkle creams and treatments for the facial area and focuses on reducing the appearance of wrinkles by 'building visible lifting and firming cushion'.
The Clinique brand has been an essential sales tool for the Estee Lauder company, with make-up sales in 2005 rising from 13 per cent to reach $2.42 billion, thanks to strong sales in the company's make-up artist brands as well as the Clinique Colour Surge line.
Estee Lauder fragrance sales also rose last year thanks to the Clinique brand, with the overall sales figures rising 10 per cent to reach $1.26 billion.
However, despite this the Estee Lauder company reported a six per cent fall in its profits in 2005 despite a significant hike in its sales for its fourth quarter. The company said that large tax charges and increased expenses had led to the decline, but a rise in earnings from operations helped to counterbalance the performance.