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Maybelline Substantiates Anti-Aging Claims In NAD Case

This article was originally published in The Rose Sheet

Executive Summary

Maybelline New York demonstrated that claims its Instant Age Rewind Eraser Treatment Makeup foundation could “erase” signs of aging merely play on the product name and are not taken literally by consumers, according to the National Advertising Division.

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L’Oreal Appeals NAD Ruling On Eyelash Enhancement

A National Advertising Division decision concerning implied and express claims in L’Oreal USA ads for mascara products reinforces the watchdog’s position on artificial enhancements to cosmetic advertising that exaggerate potential product benefits – this time focusing on physical (versus digital) alterations.

J&J Employs L’Oreal-Did-It-So-Why-Can’t-We Defense In NAD Case

The National Advertising Division recommends that Johnson & Johnson discontinue and modify claims for its Neutrogena Rapid Wrinkle Repair Moisturizer (Night), rejecting a consumer perception study that J&J claims is modeled after a L’Oreal study the watchdog group praised in a November 2010 case.

NAD’s Patience For Photoshopping In Beauty Ads May Be Wearing Thin

The National Advertising Division was “troubled” that a model’s lashes were digitally enhanced in a Procter & Gamble ad for CoverGirl NatureLuxe Mousse Mascara. NAD’s position on the firm’s post-production tinkering is consistent with recent decisions from its U.K. counterpart, the Advertising Standards Authority

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