Benefit's '#1 Best-Selling' Mascara Claims Are Outdated, Misleading – NAD

 
• By Ryan Nelson

NAD acknowledges that asterisked disclosures limit Benefit's best-selling claims for They're Real! Lengthening Mascara to specific timeframes more than a year ago. However, the main message of the advertiser's claims deceptively conveys that its mascara is currently the prestige category leader, NAD says.

LVMH-owned Benefit Cosmetics, LLCwill discontinue claims touting They're Real! Lengthening Mascara as the top-selling prestige mascara in the US, as advised by the National Advertising Division.

NAD's recommendation, announced Sept. 13, followed a challenge from competitor Too Faced, part of the Estee Lauder Companies, Inc. since a $1.45 acquisition deal that closed late in 2016

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