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Suave 'Beautiful As' Bath & Body Works Claim Deemed Puffery In NAD Review

Executive Summary

Council of Better Business Bureaus Division review Unilever claims for Suave Essentials on challenge by L Brands, which argued “as beautiful as” is linked to a specific product attribute – fragrance – and expressly compares Unilever's products to Bath & Body Works products. L Brands contended “as beautiful as” is equivalent to claim “as appealing as,” which NAD concluded was unsubstantiated in 2016.


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