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Does Venus + Olay = Misleading Advertising?

Posted Mar 16 2013 2:01am

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I wonder how many women have bought a Venus razor because they were told that it “helps replenish skin’s moisture” and “helps lock in moisture?”

It sounds great, doesn’t it? I mean legs get so dry, especially in the winter, and it’s such a pain to shave them. So using a razor that can actually moisturize skin sounds like a win-win. That’s assuming, of course, that the claim is true.

After reviewing the data on the Venus razor, the National Advertising Division (NAD) of the Better Business Bureau isn’t convinced this is a valid claim. After reviewing the data on the Venus razor, the NAD concluded that what the claim really means is that if you shave with the razor with the lubricating gel bar you don’t need to use a shave gel or cream to lubricate your skin. But the claims about replenishing skin moisture have a stronger implication (maybe helped by the Olay imagery?) that were not supported.

The NAD recommended that Gillette change their advertising to avoid the misleading claims and P&G (the company that owns Gillette) responded that, although they disagreed with some of the findings, they would consider the NAD’s recommendations in future advertising.

You can read a more detailed analysis of the case here .

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