Breaking News

NAD Flags DermStore’s SmartLash Claims

November 27, 2013

Made on Facebook page.

The National Advertising Division (NAD) has recommended that DermStore LLC discontinue claims at issue for the company’s “SmartLash Eyelash Enhancer,” including claims that the product is “Dermatologist Recommended.”
  
The advertising at issue appeared on the advertiser’s Facebook page. Claims at issue included:  “Up to a 68% increase in the appearance of lash length!” and   “Dermatologist Recommended.”
 
The advertiser maintained that its claim “Up to a 68% increase in the appearance of lash length!” was supported by an independent, 56-day study, which assessed the performance of the advertiser’s product on 30 subjects ages 18-57.  In response to a self-assessment questionnaire, 67.13% of the subjects were satisfied with their eyelash length following treatment. 
 
NAD determined, however, that the claim does not communicate a message of consumer satisfaction, but instead communicates the message that lash-length actually increased by as much as 68%. NAD recommended the advertiser discontinue the claim.
 
The advertiser contended that its “Dermatologist Recommended” claim was supported by the recommendation of a Board Certified dermatologist who, after utilizing the advertiser’s product, observed an increase in eyelash length. 
 
NAD noted in its decision, however, that advertising claims concerning recommendations by medical professionals “carry a great deal of weight with consumers and, therefore, must be supported by highly reliable evidence, namely well-conducted physician surveys.   Further, the doctors participating in these surveys should base their conclusions on their actual experience and what they do in their daily practice.”  
 
Given that the “dermatologist recommended” claim in this case was premised solely on the recommendation of one dermatologist based on her own personal experience with the advertiser’s product, NAD recommended that this claim be discontinued.
 
The company, in its advertiser’s statement, said it was disappointed with NAD’s findings. “Nonetheless, DermStore LLC has no plans to utilize these specific claims in future advertising and, in the spirit of self-regulation and commitment to the process, will take NAD’s recommendation into consideration with respect to any future eyelash appearance and doctor-recommended claims,” the company said.
 
 
 

Related End-User Markets:

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • Special Effects

    Special Effects

    Melissa Meisel, Associate Editor||August 1, 2016
    Fall 2016 color cosmetics reflect light and offer a focus on elements like pigment, slip and wear.