Archive | Homemark

Homemark product might cause instead of fight eczema

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Posted 27 March 2019

19 March 2019 – by Nico Gous

Times Live

A Homemark product which claims to fight nail fungus and eczema might in fact cause eczema.

Dr Harris Steinman complained to the ad watchdog Advertising Regulatory Board (ARB) about Homemark’s Aragan Secret Nail Treatment which claims: “With a low PH level, the formula does not only keep your nails smooth and attractive but also helps fight fungus and eczema.”

Steinman submitted research which showed there is no proof it fights eczema or nail fungus.

“The complainant (Steinman) conducted a literature review of articles relating to the product and could find no evidence of this benefit. Indeed, one article indicated that the active ingredient in the product causes eczema,” ARB said.

“The advertiser (Homemark) has chosen not to respond to the complaint. This places the directorate (ARB) in a position that it is forced to accept the

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Homemark Aragon Oil – ARB Ruling

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Posted 13 March 2019

Homemark received numerous ASA rulings against the claims being made for this product, but continues to dupe consumers by running adverts making claims that are not true. An advert was seen on DSTV where false claims were being made, as before the previous ASA rulings, and a complaint was laid with the ARB which has superseded the ASA.

Homemark did not bother to response. The National Consumer Commission, being a toothless watchdog, will not get involved. You the consumer, are screwed if you already purchased this product.

Complainant                  Dr Harris Steinman
Advertiser                     Homemark (Pty) Ltd
Consumer/Competitor    Consumer
File reference                Homemark Aragon Oil – Dr Harris Steinman

Outcome                       Upheld
Date                              13 March 2019

The Directorate of the Advertising Regulatory Board has been called upon to consider a complaint lodged by Dr Steinman against the website advertising for Homemark’s Aragan Secret Nail Read the rest

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The detox scam

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Posted 05 January 2017

An excellent article published on Science Based Medicine explaining why ‘detoxing’ is a scam.

It seems about once a year we remind our readers that detox is a scam. The basic idea is that modern life results in the accumulation of “toxins” in your body, and every now and then you should have a tune up by flushing those toxins out. The specific toxins are never mentioned. There is also no basic science reason or clinical evidence to support the notion that the methods recommended actually remove any specific toxins from the body.
The term “detox,” however, has been hijacked for clever marketing of worthless products and treatments. Like much of what happens under the umbrella of so-called alternative medicine, a successful marketing slogan is more important than science or evidence. “Detox” is now frequently attached to many dubious treatments as a handwaving explanation for
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Homemark Slim and Shape

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Posted 07 December 2016

Homemark claims that Slim and Shape “Help you to look your best, giving you a natural, slim contour. All of your problem areas are targeted at once. Flattens protruding tummy, slims thighs & hips firmly, but gently, firm & lifts butt, cotton gusset keeps you dry and comfortable.”

A complaint was laid in the UK against a similar product, called Slim Panties.

The UK ASA ruled against the claims, arguing that the images were Photoshopped, and that “We concluded that the results shown in ads (a) and (b) went beyond what could be achieved from a compression garment and were therefore misleading”.


Homemark Slim and Shape (left)  – Tristar Slim Panty (right)

As usual, buyer beware!

  • UK ASA ruling:
  • Sun newspaper article:
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Homemark Fat Freezer

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Posted 24 October 2016

Homemark Fat FreezerPROSHOCK ICE Ice shock LIPOlysis

Homemark sells a product called Homemark Igia Fat Freezer.

Homemark makes the following claims for the product:

“A non-invasive alternative to convectional liposuction, cryolipolysis uses cold to break down fat cells without damage to other tissues. Fat cells are cooled into the negative temperatures, causing them to break up and be disposed of though the body’s own lymphatic system, resulting in a more toned and sleek appearance. Sculpt your body by freezing your fat cells. Lose an average 20% of your fat cells in the treated area with just one application a month”.

The claims for this product is simply nonsense. A complaint (see below) was laid against the claims for this product with the ASA in February 2014. Saul Shoot of Fluxmans, acting on behalf of Homemark, has prevented the ASA assessing this … Read the rest

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Homemark Slim Freezer

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Posted 06 July 2016

Homemark sells a product, Slim Freezer, which claims “Lose an average of 20% of your fat cells in the treated area with just 1 application a month“. Readers of CamCheck will be aware that Homemark has sold products, with little to no evidence that they work, to consumers.

In this instance, a company in the UK was selling the same/similar device.

Home Shopping Mall’s SlimFreezerHomemark Sim Freezer

A consumer laid a complaint with the UK ASA, who assessed the evidence and ruled against the claims being made for the device. In other words, there is insufficient evidence to confirm that this device is more than a toy.

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Homemark Aragan Eyelash Growth Enhancer – not actually!

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Posted 10 February 2016

Homemark has advertised on television and on their website, that Aragan Secret Eyelash Growth Enhancer, can among other, “Increase[s] the length of your lashes and gives you noticeably thicker lashes within only 4-8 weeks of use”. [Our emphasis]

Homemark’s independent expert, Ms Janine Wilson of Botanichem CC, claimed that these claims were true and therefore the claims made for the product, to be valid. The study she evaluated claimed eyelash growth was roughly 1,1 mm for Homemark’s product and 0,9 mm for the competing product after one month. No proof was supplied that the ‘competing product’ can result in eyelash growth. Importantly, eyelashes normally grow  approximately 4,5 mm per a month!  As the ASA noted: “From this perspective, it is worth pointing out that the respondent’s product appears to have added 0,2mm of growth after a month’s worth of use. The Directorate is not Read the rest

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The one thing you need to know before you detox

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Posted 05 January 2016

Homemark, Herbex and others regularly promote detox products, whether a juice bar, detox foot pads or detox tea, and particularly at the beginning of each year. What does Science-based Medicine have to say about “detox”, considering that the physiology of detoxification has been well studied?

A few selected extracts from this excellent article written by Scott Gavura:

“With 2016 upon us, it’s finally time get serious about your health. You’re resolving to eat better and exercise more. But first, you need to reset your body – and purge yourself of all of your lifestyle and dietary overindulgences. But how? The options seem limitless, and everyone has advice: There’s Dr. Oz, Gwyneth, and even your favourite Kardashian has advice: They’re all telling you how it’s essential to “detox”, “cleanse” and “flush” away all of your toxins”.

““Detox” is a legitimate medical term that has been co-opted to Read the rest

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Power Report: Watchdog in chains as advertiser fights back

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Posted 17 November 2015

This article, written by Megan Power, appeared in the Sunday Times of 15 November 2015. [Permission to republish it was kindly granted by the Sunday Times.]

The article highlights the legal actions of Antagolin (MNI), Herbex, Solal and USN, against the ASA (Advertising Standards Authority), as well as against Dr Harris Steinman. Megan Power makes the accurate point: “There’s a quiet war being waged against South Africa’s advertising watchdog“. All these companies have had ASA rulings against claims for their products. See also the previous article about this.

Homemark has in the meantime persuaded the ASA to suspend all processes and procedures regarding complaints against Homemark, until the MNI appeal, or the actual court case is concluded, depending which happens first. All these companies are being represented by Saul Shoot of Fluxmans.

Watchdog in chains as advertiser fights back Court ruling against advertising authority Read the rest

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