Marketing & Advertising
For Super Bowl LX on Feb. 8, e.l.f. Cosmetics will air a telenovela-inspired campaign with Academy Award-nominated actress Melissa McCarthy, as Dove features 30-second spot ‘The Game is Ours,’ to inspire body confidence in young girls. Separately, Manscaped launches first Super Bowl ad.
New York-based Revlon was able to demonstrate substantiation for two claims for its namesake ColorSilk with bond Repair Complex hair color, while committing to modifying or discontinuing several other claims that the National Advertising Division concluded were not supported.
The BBB National Programs’ Institute for Responsible Influence will launch its certification program this spring, provide a searchable database of certified creators and promote accountability in creator-brand partnerships.
St. Petersburg, Fla.-based Smile&Shine Essentials, Inc. said it had discontinued all express and implied claims at issue in a NAD case over its InoPro Whitening Strips brought forward by Beverly Hills-based challenger Oral Essentials, Inc., a regular participant in the self-regulatory forum.
The National Advertising Division releases its top five beauty and personal care cases of 2025, with commentary from NAD VP Phyllis Marcus.
Jo Malone London has launched an AI-powered Scent Advisor, built with Google’s Gemini and Vertex AI, to digitally recreate personalized in-store fragrance consultations, enhance online shopping confidence, and advance Estée Lauder’s broader strategy of AI-driven consumer personalization.
Class action litigants are increasingly bringing forward lawsuits targeting influencer marketing practices, says a Morgan, Lewis & Bockius LLP attorney during the IBA Cosmetics Convergence Conference Nov. 13.
NAD found P&G adequately substantiated its stain-removal claims for various Crest 3D Whitestrips products in a case brought forward by competitor GuruNanda, marketer of oral care pulling oils.
Karo says adding MTick certification to selected products helps menopausal women “make confident, informed choices when they need it most” and also represents a “significant business opportunity.”
A panel session of the NAD 2025 Annual Conference tilted, ‘Review This – Compliant and Effective Use of Consumer Reviews,’ tackled pitfalls companies may face as they solicit or respond to customer reviews of their products on branded websites.
FTC Bureau of Consumer Protection Director Chris Mufarrige says the commission is vigorously enforcing consumer and competition laws but will not assume a ‘broader delegation’ of authority than granted it by Congress.
The National Advertising Division’s VP Phyllis Hurwitz Marcus and Head of Policy Mary Engle discuss the “vision for the future," during NAD's 2025 Annual Conference in DC Sept. 16-17.
Revlon Consumer Products LLC renews its fragrance license with seven-time Grammy-winning recording artist Christina Aguilera. Separately, luxury fragrance brands announce promotional deals with current and former NBA players.
California-based Primally Pure Skincare is referred to the FTC after failure to comply with a National Advertising Division inquiry into claims its non-nano zinc oxide sunscreen is '100% poison free SPF’.
The FTC sent warning letters to four companies, including one personal care firm, making ‘Made in USA’ claims, as proposed class action filings over the claims – including a number in beauty – are expected to more than double this year.
Aloette Cosmetics will face the FTC for possible enforcement action after it failed to respond to multiple inquiries by the BBB National Program’s Direct Selling Self-Regulatory Council.
What's going on with the EU Green Claims Directive? HBW Insight speaks to the European Commission, Parliament and Council to find out why trilogue negotiations seem to have stalled.
Essor Group, Inc., marketer of Boka toothpastes and mouthwash, failed to convince the National Advertising Review Board that a weight-of-the-evidence or holistic approach could support claims its products could ‘remineralize’ teeth.
Dr. Squatch men’s personal care brand discontinued ads as part of its TikTok Shop Affiliate program that competitor P&G argued did not reflect the prizes and awards it provided affiliates, according to NAD.
Eyelids have the "thinnest, most sensitive skin on the body" and are "highly prone to dehydration," which is why Scope has launched new Optase Life Sensitive Eye Daily Renewal Cream.