J&J failed to convince BBB National Program’s appeals panel a 2008 NAD decision supporting its “#1 dermatologist recommended” claim for Neutrogena should preclude another review. Panel says market has changed in 12 years since review of Unilever challenge and L’Oreal could make its own challenge.

J&J Consumer appeals National Advertising Division decision, arguing a “#1 claim” for its Neutrogena personal care line challenged by L’Oréal USA is materially similar to one that NAD attorneys found it supported more than a decade ago.

Unilever’s Suave brand led new sanitizer product sales in 2020, when hand sanitizers total sales grew 569%, according to IRI. Sales of rinseable hand-soap sales grew 64% and antiseptics 19%.

Unilever continues move from bolt-ons to larger acquisitions, while identifying potential spin-offs among its beauty and personal care brands.