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NAD Backs Schick’s Moisture Claims

May 2, 2013

Ads challenged by Gillette.

The National Advertising Division (NAD) has determined that Energizer Personal Care  can support claims that its Schick Hydro Silk razors, fabricated with a serum that contains marine extracts and activates upon contact with water, moisturized for up to two hours after shaving.
 
NAD has reviewed many moisturization claims made for men’s and women’s razors, some of which revolved around the reasonable messages conveyed by the term “moisture” or “moisturization” and others involving the question of whether the challenged advertising communicated a “less drying” message. This case, however, is the first to assess whether a razor delivers a long-term after-shave moisturization benefit.
 
Superior performance claims made by Energizer in broadcast, print, internet advertising and on product packaging were challenged by The Gillette Company.
 
Claims at issue included:
• “Give Back Moisture*” 
• “*Moisturizes for up to 2 hours after shaving.”
•  “Surprising hydration now from your razor, New Schick Hydro Silk.”
• “Hydrates longer* than any other razor.” 
• “*Moisturizes for up to 2 hours after shaving.”
• “Hydrating, Moisturizing, Smoothing…and it shaves too.”
• “Water activated serum hydrates your skin longer than any other razor.”
•  “For a double moisturizing effect use with your favorite Skintimate Shave Gel.”
 
NAD also considered whether the advertising at issue implied that consumers would receive a post-shave hydration or a two-hour post-shave moisturizing benefit following use of the product.
 
The advertiser commissioned an independent, blinded Skicon study consisting of 30 panelists ages 18-55  to determine whether Hydro Silk hydrates the skin.   On the test day, the pre-screened participants were placed in a controlled environment.
 
Measurements were taken at baseline and, after shaving and air drying, at 5, 10, 15, 30, 60, 90 and 120 minutes.   The results showed that the intact Hydro Silk razor moisturized legs at all timepoints at a 95 percent confidence level, compared to the Hydro Silk razor without the moisturizing serum.  
 
NAD acknowledged that Skicon is widely used to assess skin hydration and that the advertiser’s study was methodologically sound.
 
NAD determined that the advertiser’s test provided a reasonable basis for the challenged express and implied claims and found that the challenger’s scientific evidence was not sufficient to rebut the advertiser’s evidence.
 
However, as to the claim “For a double moisturizing effect use with your favorite Skintimate Shave Gel,” NAD found the “double moisturization” portion of the claim was unsupported and recommended that the claim be modified to state that there is an increased – but not double –  moisturizing effect. 
 
Finally, NAD recommended that the advertiser modify television advertising to avoid communicating the unsupported message that Hydro Silk moisturizes well after the shaving experience by clearly and conspicuously disclosing the moisturization benefit –up to two hours.
 
Energizer, in its advertiser’s statement, said it “will take NAD’s recommendations into account in future advertising.  Energizer appreciates the opportunity to participate in the self-regulatory process and commends NAD for its efforts and commitment to a careful review of the evidence.”
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