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P&G Secret, Sure clear formula efficacy claims need condition of use data -- NAD.

This article was originally published in The Rose Sheet

Executive Summary

SECRET SHEER, SURE CLEAR SUPERIORITY CLAIMS MUST BE BASED ON ACTUAL USE, NAD determined after reviewing comparison claims in Procter & Gamble print and TV ads, FSIs and packaging for the company's two deodorant/antiperspirants. "Given the many significantly different forms of APs [antiperspirants] marketed (e.g., solids, gels, gel solids, roll-ons and aerosols), it is important in efficacy testing to determine the amount of each type of AP that a consumer would actually apply," the National Advertising Division of the Council of Better Business Bureaus concludes in its June 15 case report. Gillette initiated the NAD challenge, specifically questioning P&G's claims that Secret Sheer Dry and Sure Clear Dry outperform the market leading clear gels. Gillette's antiperspirant brands include Soft & Dry, Dry Idea, Right Guard and Series for Men.

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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
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