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Too Faced To Appeal NAD Ruling On '1,944% More Volume' Mascara Claim

 
• By Jamie Hammon

The National Advertising Division sides with challenger Benefit Cosmetics, advising Lauder's Too Faced brand to discontinue claims that its Better Than Sex mascara awards “1,944% more volume." Too Faced is appealing the decision, which raises questions about evidentiary thresholds and confidentiality protections.

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The volumizing effects of Too Faced Better Than Sex mascara are almost too "crazy" to believe, according to promotions, and that's precisely the problem the National Advertising Division has with the brand's claims in the absence of clear and reliable substantiating evidence.

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BBB National Programs Appoints Former FTC Children’s Privacy Head To Lead NAD

 
• By Eileen Francis

The BBB National Programs, Inc. announces Phyllis Hurwitz Marcus, who served the FTC for nearly two decades, will take the reins of the National Advertising Division, replacing Laura Brett.

NAD/CARU Review Of Beauty Firm’s Social Media Posts Shows Impact Of ‘Sephora Kids’ Trend

 
• By Eileen Francis

BBB National Programs’ NAD and CARU divisions jointly reviewed the social media posts of New York firm Bubble Beauty, finding the company could support claims of safety, but not efficacy, of its skin care products for children under 13.

Ayurveda Mouthwash Marketer Loses NAD Appeal Over ‘Natural Teeth Whitening’ Claim

 
• By Eileen Francis

The National Advertising Review Board, the appellate advertising body of the BBB National Programs, Inc., sides with NAD and P&G in a decision published 29 January finding pulling oil mouthwash marketer GuruNanda LLC, could not support ‘natural teeth whitening’ claim.

Marketer Raises Eyebrows With Claims Suggesting Product Benefits Akin To Cosmetic Procedure

 
• By Eileen Francis

SBLA Beauty Inc. agrees to comply with NAD recommendations to modify certain express claims for its Eye Lift Wand that suggest the product is an alternative to medical eyelift procedures, while the firm is pleased the self-regulatory watchdog found many claims substantiated.

More from Business

NAD/CARU Review Of Beauty Firm’s Social Media Posts Shows Impact Of ‘Sephora Kids’ Trend

 
• By Eileen Francis

BBB National Programs’ NAD and CARU divisions jointly reviewed the social media posts of New York firm Bubble Beauty, finding the company could support claims of safety, but not efficacy, of its skin care products for children under 13.

L’Oréal Sells ‘Pioneering’ Carol’s Daughter Hair Brand After 20-Year Ownership

 
• By Eileen Francis

L’Oréal USA has sold multi-cultural hair care brand Carol’s Daughter to an independent beauty entrepreneur with a ‘proven track record’ of acquiring and growing beauty brands, while it remains under the leadership of its founder and new President, Lisa Price.

Target Beauty’s In-Store Presentation, Digital Support Nearly Double Division’s Sales Since 2019

 
• By Eileen Francis

Target’s Beauty division was its strongest business unit in fiscal 2024, nearly doubling in six years to reach $13.2bn on strong in-store presentation and digital support, the retailer says.