Is Clinique’s ‘Fresh Pressed’ A Natural Claim? UK’s Ad Authority Issues Ruling
Fushi Wellbeing – which markets a range of organic, fresh-pressed face oils derived from the cherry seed, baobab seed and argan nut, among other natural sources – challenged Clinique’s Fresh Pressed line name in light of the brand’s heavy reliance on chemically derived ingredients.
You may also be interested in...
The oft-raised question of how consumers interpret natural claims has come up again in the Advertising Standards Authority’s dispute resolution forum in the UK. PZ Cussons, which markets Original Source shower gel with “100% Natural Fragrance,” brought a challenge against Unilever/Radox, targeting the latter’s “100% Nature Inspired Fragrance” claim on similar products.
The firm failed in motions to dismiss plaintiff claims and block class certification in a suit alleging that Aveeno Active Naturals products are falsely advertised because they contain synthetic ingredients. Meanwhile, class certification was granted recently in a separate case concerning Aveeno Baby "natural" claims, which could portend another settlement to come.
The pure-play beauty leaders continue to grow in a challenging global climate, both looking to recent and upcoming launches to keep them on an upward trajectory.