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Colgate/Tom’s Of Maine Pays Back Unilever For ‘Naturally Dry’ Loss

 
• By Ryan Nelson

It appears that Unilever will have to repackage Schmidt’s deodorants without wetness-absorption claims following an NAD ruling upheld by an appellate review panel. Challenger Colgate/Tom’s of Maine must be pleased, as it was Unilever that took down Tom’s “Naturally Dry” claims (and product names) in the same advertising self-regulatory forum in 2016.

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Serendipitous or not, Colgate-Palmolive Company has delivered a payback blow to Unilever in the Advertising Self-Regulatory Council’s review forum, effectively killing the latter’s wetness protection claims for Schmidt’s deodorants.

In a ruling

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