Procter & Gamble researchers’ arguments shined brighter in an industry self-regulation group’s review of Oral Essentials Inc.’s claims comparing the efficacy of its Lumineux teeth whitening strips and pens with P&G products and implying “harm” linked to P&G’s formulations.
Lumineux Called For Foul In Teeth Whitening Claim Review For Implying ‘Harm’ From Crest Whitestrips
Lumineux Draws Foul In Review Of Teeth Whitening Claim For Implying ‘Harm’ From Crest Whitestrips
National Advertising Division recommends Oral Essentials discontinue claims on packaging that Lumineux strips are "first on the market that are delicious and clinically proven to whiten teeth as well as the leading brand, without the harm associated with bleaches.”
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