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Ad Claims For Tooth Whitening Speed Of Effect Lose Glow For SmileDirect In US, HiSmile In UK

 
• By Eileen Francis

In separate assessments, US industry self-regulation group says SmileDirectClub and UK advertising regulator finds HiSmile didn’t have adequate supporting evidence for claims about speed of teeth whitening.

Bright On
SmileDirectClub contended in NAD review that “3x faster to use than strips” claim for Bright On references only that it's three times faster to use than whitening trips, not that it has faster efficacy.

Recent reviews in the US and the UK of ad claims promoting tooth whiteners’ speed of effect provide guidance to firms not only about substantiating “faster” claims but also about using precise wording in advertising.

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• By Eileen Francis

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Revlon Names North American President As Shiseido America CEO Resigns; Beauty News Roundup

 
• By Eileen Francis

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