What's Happening?
The National Advertising Division (NAD) of BBB National Programs has issued a mixed decision regarding Revlon's marketing claims for its ColorSilk hair color with Bond Repair Complex. This decision follows a challenge by Henkel Corporation, which questioned the validity of Revlon's advertising claims. NAD found that Revlon substantiated its claim that ColorSilk is made 'with a Bond Repair Complex' through tensile strength testing and hair penetration studies. However, NAD recommended modifications or discontinuation of certain claims, such as the assertion that ColorSilk 'repairs hair from the inside out,' which NAD found was not fully supported by evidence. Additionally, NAD reviewed Revlon's 'up to 98% less breakage' claim and found Revlon's study
reliable, despite Henkel's objections. Revlon voluntarily revised some claims during the proceedings, such as clarifying the '9x shinier' claim to indicate it is an 'up to' claim, which NAD accepted.
Why It's Important?
This decision highlights the importance of substantiating advertising claims with robust evidence, particularly in the competitive beauty industry. For Revlon, the NAD's recommendations could impact its marketing strategies and consumer trust. The decision underscores the need for companies to ensure that their advertising language closely aligns with the evidence supporting their claims. This case also illustrates the role of NAD in maintaining advertising standards and protecting consumers from potentially misleading claims. For Henkel, the challenge represents a strategic move to ensure fair competition in the market. The outcome may influence how beauty companies approach advertising claims, potentially leading to more rigorous testing and clearer communication with consumers.
What's Next?
Revlon has agreed to comply with NAD's recommendations, which may involve revising or discontinuing certain advertising claims. The company will need to update its marketing materials to reflect these changes, potentially affecting its brand messaging and consumer perception. Other beauty companies may also review their advertising practices to avoid similar challenges. NAD's decision could prompt further scrutiny of advertising claims in the beauty industry, leading to increased regulatory oversight and potential changes in industry standards. Stakeholders, including consumers and competitors, will likely monitor Revlon's compliance and any subsequent impact on its market position.
