National Advertising Division Approves Select Revlon ColorSilk Claims in Henkel Challange

The National Advertising Division (NAD) issued a decision on International Top 30 company Henkel’s challenge to several advertising claims for Revlon’s ColorSilk hair color with Bond Repair Complex.

Henkel challenged express and implied claims made on product packaging, Revlon’s website and social media pages, and on third-party retailer sites such as Target.

NAD found that the Happi Top 50 company had “adequate support” for some claims, including that the product is made “with a Bond Repair Complex,” that it can deliver “up to 98% less breakage” and that its before‑and‑after photos are representative when paired with added disclosures.

NAD also accepted Revlon’s voluntary revisions to its “up to 9x shinier” claim and found the company’s shine testing reliable.

However, NAD determined that Revlon did not have sufficient evidence to support the claim that ColorSilk “repairs hair from the inside out” and recommended discontinuing it. NAD also concluded that the “up to 94% smoother” and “up to 94% silkier” claims could mislead consumers because they were based on wet‑combing tests, not dry‑hair performance, and should be discontinued or modified to clarify the basis of the results. 

Revlon stated it will comply with all recommendations.

All BBB National Programs case decision summaries can be found in the case decision library.