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Too Faced To Appeal NAD Ruling On '1,944% More Volume' Mascara Claim

This article was originally published in The Rose Sheet

Executive Summary

The National Advertising Division sides with challenger Benefit Cosmetics, advising Lauder's Too Faced brand to discontinue claims that its Better Than Sex mascara awards “1,944% more volume." Too Faced is appealing the decision, which raises questions about evidentiary thresholds and confidentiality protections.


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