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Tom's Of Maine Appealing NAD-Advised Name Change For Naturally Dry Antiperspirant

 
• By Malcolm Spicer

Tom's of Maine's Naturally Dry Antiperspirant represents a misleading natural claim given that the product’s active wetness-control ingredient is an extensively processed aluminum salt, NAD says, siding with challenger Unilever. Colgate will appeal the decision, arguing that the claims at issue are subject to a 2015 court order and therefore the dispute falls outside of NAD’s jurisdiction.

The Colgate-Palmolive Company’s Tom’s of Maine unit avoided having to revise labeling claims on natural products under a $4.5m class-action settlement in 2015, but now the National Advertising Division says one of those products – Naturally Dry Antiperspirant – needs a name change.

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