What's Happening?
The National Advertising Division (NAD) has reviewed and approved several advertising claims made by Revlon for its ColorSilk hair color product, following a challenge by competitor Henkel. The claims in question included the product's use of a 'Bond Repair Complex' and its ability to reduce hair breakage by up to 98%. NAD found sufficient support for these claims and accepted Revlon's voluntary revisions to its 'up to 9x shinier' claim. However, NAD recommended discontinuing claims that ColorSilk 'repairs hair from the inside-out' due to insufficient evidence. Additionally, claims of 'up to 94% smoother' and 'up to 94% silkier' were deemed potentially misleading as they were based on wet-combing tests rather than dry-hair performance.
Why It's Important?
This decision
by NAD highlights the importance of substantiating advertising claims in the competitive beauty industry. It underscores the need for companies to provide clear and reliable evidence to support their marketing statements, which can impact consumer trust and brand reputation. The ruling also reflects the ongoing scrutiny and regulatory challenges faced by companies in the beauty sector, as they navigate the balance between marketing innovation and compliance with advertising standards.
What's Next?
Revlon has agreed to comply with NAD's recommendations, which may involve revising or discontinuing certain claims. This compliance could lead to changes in Revlon's marketing strategies and product labeling. The decision may also prompt other companies in the beauty industry to review their advertising claims to ensure they meet regulatory standards, potentially leading to a broader industry shift towards more transparent and evidence-based marketing practices.
