Like ‘Natural’ And ‘Clean,’ Personal-Care Brands Must Be Prepared To Defend ‘Simple’ Claims

The National Advertising Division provides guidance to “minimalist” beauty and personal-care marketers with its review of “simple” claims on Native deodorant, body wash and other personal-care products.

• Source: Shutterstock

Brands targeting consumers of “minimalist” beauty and personal-care products might consider the National Advertising Division’s 24 June decision on “simple” claims used by The Procter & Gamble Company’s Native brand.

SC Johnson & Son, Inc. challenged “simple” claims on Native deodorant, body wash and other personal-care products in the BBB...

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