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Off! Skintastic

This article was originally published in The Rose Sheet

Executive Summary

TV ads compare the S.C. Johnson insect repellent to Avon's Skin-So-Soft Sun Care Plus product. The spots, airing now, maintain Off!' s "gentle aloe formal feels pleasant like Avon Skin-So-Soft repellant but gives you 100% protection." The ads demonstrate Off!' s non-greasy formula by depicting a young boy wearing Skin-So-Soft being squirted through the arms of his aunt. In the past, Avon has charged S.C Johnson with making "misleading claims." The direct-marketer recently won a case against S.C. Johnson over ads that claimed Off! insect repellent was more effective than Skin-So-Soft Bath Oil ("The Rose Sheet" May 18, 1998, p. 6)
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