Despite the cosmetics company backing up some of its claims, the US advertising watchdog has taken issue with certain claims and recommended that Neutrogena modify or discontinue them.
NAD took issue with claims made about the Rapid Wrinkle Repair product, particularly as it felt the advertising conveyed the message that the product was ‘clinically proven’ to eliminate wrinkles in ‘just one week’.
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It suggested Neutrogena modify this claim to avoid conveying the unsupported message that wrinkles are substantially reduced or eliminated in one week and to specify that the greatest improvements were seen in the reduction of fine lines and photo damage.
NAD also recommended the skin care company discontinue the claim that ‘most anti-wrinkle creams disappear long before the wrinkles. Until now.’
In response Neutrogena stated: “we strongly disagree with NAD’s decision… Nonetheless, we will take into consideration the NAD’s decision as we review current and future advertising for the product.”
However the two organizations did see eye-to-eye over claims made about the retinol ingredient contained in the product.
Ingredient claims backed up
NAD noted that Neutrogena’s evidence included the results of well-designed and controlled studies that indicated its product contained the highest amount of retinol available among Neutrogena and certain competing products.
It also accepted that retinol is the number one cosmetic anti-wrinkle ingredient recommended by dermatologists based on its efficacy.
Therefore, the watchdog determined that the claim ‘It has Accelerated Retinol SA, which is the fastest retinol formula available’ was supported.
In its advertiser’s statement, Neutrogena said that it is ‘gratified’ that NAD found it could support certain claims, although the advertising body clarified that the fast-acting nature of the retinol does not substantiate the other claims.