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NAD Rules On P&G Claims Comparing Olay, Dove Hydrating Body Washes

This article was originally published in The Rose Sheet

Executive Summary

Procter & Gamble’s study data is sufficient to support claims that Olay Ultra Moisture Body Wash provides a greater long-term moisturization benefit compared with Unilever’s Dove Deep Moisture, NAD rules. However, claims positioning the Olay product as a viable substitute for lotion should be discontinued, as should statements that tend to falsely disparage Unilever’s competing body wash, the CBBB investigative unit says.

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