NAD Urges Neutrogena to Revise Rapid Wrinkle Repair Claims

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NEW YORK—The National Advertising Division (NAD) of the Council of Better Business Bureaus Claims recommended Neutrogena modifies or discontinues certain claims for its "Rapid Wrinkle Repair" to avoid sending a message to consumers that the product can eliminate wrinkles in "just one week."

  • NAD examined claims made by Neutrogena in print advertising as part of NAD's ongoing monitoring program, including:
  • "Most anti-wrinkle creams disappear long before the wrinkles. Until now. Introducing Neutrogena Rapid Wrinkle Repair."
  • "It has Accelerated Retinol SA, which is the fastest retinol formula available."
  • "In fact, it's clinically proven to smooth wrinkles in just one week."

NAD also examined the implied claims that Neutrogena Rapid Anti-Wrinkle Repair moisturizer is more effective than most competing anti-wrinkle creams and that the product can make wrinkles disappear in just one week.

NAD noted in its decision that the advertiser's evidence included the results of well-designed and controlled studies and the testing covered 90 percent of competing anti-aging products that contain retinol, which the advertiser explained is the number one cosmetic anti-wrinkle ingredient recommended by dermatologists based on its efficacy.

NAD also noted the testing indicated the advertiser's product contained the highest amount of retinol available among Neutrogena and certain competing products, contains a specially formulated complex to help accelerate the skin benefits, and worked more rapidly than some competing products.

However, NAD noted, the fast-acting nature of the retinol does not necessarily support the message conveyed by the advertising—namely that Rapid Wrinkle Repair substantially reduces or eliminates wrinkles in one week.

NAD recommended the advertiser discontinue the claim that "[m]ost anti-wrinkle creams disappear long before the wrinkles. Until now!"

Further, NAD recommended the advertiser modify the claim "[i]n fact, it's clinically proven to smooth wrinkles in just one week" to avoid conveying the unsupported message that wrinkles are substantially reduced or eliminated in one week and to specify the greatest improvements were seen in the reduction of fine lines and photodamage.

However, NAD did determine the advertiser could support certain claims, including the claim "It has Accelerated Retinol SA, which is the fastest retinol formula available."

In its advertiser's statement, Neutrogena said the company is "gratified" that NAD found it could support certain claims. "However," the company noted, "we strongly disagree with the remainder of the NAD's decision ... Nonetheless, we will take into consideration the NAD's decision as we review current and future advertising for the product. We support the NAD's mission and the self-regulatory process."

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