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Clairol modifying Ultress Hair Colourant "best conditioning" print, TV ad claims -- NAD.

This article was originally published in The Rose Sheet

Executive Summary

CLAIROL MODIFYING ULTRESS HAIR COLOURANT "BEST CONDITIONING" CLAIMS in print and TV ads following an investigation by the National Advertising Division of the Council of Better Business Bureaus. According to a Feb. 9 NAD case report, the advertising watchdog group concluded that Clairol "rightfully relied on technical measurements" to support its conditioning superiority claim for Ultress Gel Colourant with UltraColor Care conditioner "but failed to establish the significance or relevance of these results to end users." Clairol's claims were brought to NAD's attention by Cosmair, manufacturer of L'Oreal Preference with Care Supreme hair coloring system.

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