ASA On Baby Dove Microbiome Claims: Unilever’s Evidence Comes Up Short
Unilever’s in vitro and clinical studies examining the effects of glycerol, an ingredient in Baby Dove wash and lotion, were inadequate to substantiate microbiome claims as consumers are likely to understand them, according to a 13 January decision from the UK-based Advertising Standards Authority.
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“We expect this partnership to be groundbreaking,” says Mark Offerhaus, CEO of Micreos, which will provide L’Oreal with its proprietary endolysin, which selectively destroys microorganisms associated with skin problems while leaving beneficial bacteria intact.
The agency told Rose Sheet it’s unaware of any health concerns related to probiotic cosmetic use, but it’s currently reviewing product labeling and available literature on the subject. Companies should be aware that by current regulatory standards, probiotic-containing cosmetics may well be adulterated.