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ALMAY MODIFYING TIME-OFF MAKEUP "MINIMIZE LITTLE LINES" AD CLAIM

This article was originally published in The Rose Sheet

Executive Summary

ALMAY MODIFYING TIME-OFF MAKEUP "MINIMIZE LITTLE LINES" AD CLAIM to comply with a recommendation made by the National Advertising Division of the Council of Better Business Bureaus, NAD said in a Dec. 6 Case Report. A review of print and radio ads for Almay's Time-Off skin care line initiated by NAD Sept. 9 led NAD to conclude that Almay's claim should be modified to "more clearly convey...that what is being minimized is the appearance of little lines, rather than the lines themselves." The radio ad claim reviewed by NAD stated, "Time-Off makeup has Almay's ingenious light-deflecting technology to minimize little lines." Alternatively, NAD suggested that Almay use language similar to the print ad, which claims that "Time-Off Makeup's ingenious light-deflecting technology makes skin look fresher, more beautiful." The ads were created by Tarlow Advertising in New York.
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