The National Advertising Division of the Council of Better Business Bureaus, Inc. has recommended that Unilever end certain claims it is making about its body lotion. The NAD review came after Procter & Gamble, which markets a competing product, issued a complaint.
Procter & Gamble had raised concerns about Unilever’s claim that its Suave In-Shower Body Lotion, “will improve hydration of dry skin in five days as well as more expensive brands for less” and that it “moisturizes as well as Olay Moisturinse” In-Shower Body Lotion, which is marketed by Procter & Gamble, NAD said.
Following a review, NAD recommended that Unilever discontinue the claims. NAD determined that Unilever’s clinical testing was not sufficiently reliable and that its consumer use test had limited evidentiary value so therefore did not provide a reasonable basis for the company’s parity claims.
In its statement to NAD, Unilever said that it respectfully disagreed with NAD’s conclusion and believed that the claims at issue “were supported by a reasonable basis when made.” Unilever said that it would “support the self-regulatory process and would take this decision into consideration in disseminating claims for this category of product.”
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