Arm & Hammer Dental Care gum plaque claim substantiated, NAD concludes.
This article was originally published in The Rose Sheet
Executive Summary
ARM & HAMMER DENTAL CARE GUM PLAQUE CLAIM SUBSTANTIATED, the National Advertising Division of the Council of Better Business Bureaus concludes in a Feb. 5 case report. The plaque claim was made in TV advertising for the Church & Dwight product in test markets. The product is scheduled to enter national distribution the week of Feb. 16. Based on results of two clinical studies, NAD states, "the advertiser has presented a reasonable basis for its claim regarding plaque reduction." RJR Nabisco, the marketer of Care-Free gum, challenged the claim.
You may also be interested in...
OCA Applauds Organic Board's Recommendation To USDA: "Outlaw Nanotech"
With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program
Beauty Claims Inch Closer To Pharma As Cosmeceutical Sector Expands
Though global market-size estimates differ, analysts at SupplySide West 2010 in Las Vegas agreed that cosmeceuticals remain a promising growth vehicle
Marketing In Brief
ModiFace launches forecasting tool: Toronto-based virtual makeover firm introduces ShadeCast, a makeup sampling and forecasting tool based on behavioral tracking. ShadeCast is used in conjunction with iPhone application MakeUp, which allows consumers to virtually try on makeup in hundreds of shades from brands including Revlon, Cover Girl, Lancome and Clinique. ShadeCast offers 1,000 cosmetic shades from 40 brands and assigns a ShadeScore "to approximately position the [app's] hottest and most sampled color." ModiFace exec Nikkie Gatto likens the app to radio music playlists, helping consumers "looking to capture the current look, but also provide vital market intelligence to our retail channel partners," she says in Nov. 3 release. "The value of data to demonstrate the aggregate behavior will help the industry predict the latest trends and help cosmetic manufacturers better understand the color and products which most resonate with online and iPhone virtual makeover users," the company says