NAD Sends Vogue Back To Drawing Board For OGX Packaging, Claims
This article was originally published in The Rose Sheet
Advertising watchdog agrees with challenger Unilever that product names for Vogue International's OGX (previously Organix) line, such as Renewing Argan Oil of Morocco Shampoo, connect exotic ingredients to touted benefits without adequate supporting evidence. NAD also weighs in on implied sulfate-free claims for one OGX product, marketed as "Zero SLS/SLES."
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Within the past two months, the National Advertising Division has recommended discontinuation or modification of claims featured on packaging for Vogue's OGX and, most recently, Proganix hair-care lines. In both instances, claims tying natural ingredients to purported benefits were found to be potentially misleading, as the advertiser could not demonstrate that the "exotic" substances are present at meaningful levels.
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