Colgate Stretches Enamel Strengthening Toothpaste Claim's Reliability
This article is powered by The Rose Sheet
Executive Summary
Colgate supports claims that Colgate Enamel Health Mineral Repair could strengthen weakened enamel “4x better by replenishing it with vitamin minerals” with in situ and laboratory data, but it goes too far with an image implying it protects teeth from breaking.
You may also be interested in...
GSK’s Aquafresh claims hold water – NAD
GlaxoSmithKline Consumer Healthcare's advertising claims regarding Aquafresh Advanced Toothpaste are supported, the National Advertising Division of the Council of Better Business Bureaus announces Jan. 14. NAD reviewed evidence, including a peer-review study conducted by a GSK scientist and found the claims including, "Don't just clean, strengthen," are substantiated. However, NAD recommended the claim that "Aquafresh Advanced was shown to strengthen challenged enamel by 25% over regular Aquafresh," be stated in a more clear and prominent way to ensure consumers understand the claim compares the product to regular Aquafresh...
Fenty Cleanser Performance Claims Supported, But Influencer Videos Need Disclaimers – NAD
A National Advertising Division review of claims by LVMH-owned Fenty Skin determined makeup- and dirt-removal representations were substantiated by a study and subject questionnaire, but demo videos from paid endorsers must include disclosures about material connections in accordance with FTC guidelines.
MoCRA Stakeholders Reminded Registration Enforcement Begins 1 July: ‘Do Not Delay!’
The Independent Beauty Association urged stakeholders at its Cosmetic Convergence Symposium to take action to ensure they are meeting requirements of the Modernization of Cosmetics Regulation Act come 1 July, when FDA’s enforcement of the facility and product registration deadline begins. Presenters offered tips from companies that have already completed the process.