Here are the studies that inspired this idea:
As is usual with this sort of thing, there is a slight kernel of truth to the advertisements for this product. These studies suggest that brown fat has shown some relevance in using up body fat, and cold temperatures seem to relate to that. However, this product takes this idea (which is still in the investigative stage, by the way) and stretches it far beyond anything realistic.
First, there doesn’t seem to be much, if any, brown fat activity in most people. If you have weight problems, then you almost certainly don’t have it; it only seems to appear in people who are already thin. So if you’re overweight, you probably don’t have enough brown fat to do anything.
Brown fat only forms in the area around the upper chest and throat, too, while influencing body fat storage equally all throughout the body. Putting one of these cold packs on some “trouble spot”, therefore, is not going to somehow shape your body by activating the brown fat in that one spot.
And brown fat doesn’t seem to be all that efficient. You’d get more and faster results just from exercising and eating right. . .which would also give you more long-lasting benefits.
. . .but then the Inuit ( many of them consider the term “eskimo” derogatory). . .
The Eskimo/Inuit thing is actually rather complicated. A large number of Eskimo are not Inuit; while perfectly satisfied to be called Eskimo, they would be insulted to be called Inuit (sort of like calling a Hopi a Sioux, or a Chinese guy Japanese, or a Dutch man German).