Olay Can Claim Benefit Over, But Not “Harshness” Of, Dove Body Wash – NAD
This article was originally published in The Rose Sheet
Executive Summary
P&G’s LCAT testing is sufficient to support a claim in Olay Sensitive Body Wash ads that competing product Dove Sensitive Skin is more drying than water over time. However, the firm should discontinue claims that disparage the Dove offering as “harsh” or suggest that Dove Sensitive Skin users will perceive a drying effect upon contact or have noticeably drier skin with continued product use, NAD says.