Unilever-owned Dove’s moisturising claims have been supported by the US advertising watchdog after they were challenged by rival Procter and Gamble (P&G).
P&G challenged claims that Dove’s Deep Moisture Body Wash offers 24-hours of moisturisation after use and nourishes dry skin.
However, the National Advertising Division (NAD) – a self-regulatory body in the US that maintains truth and accuracy in advertising and investigates complaints about misleading adverts – supported the claims.
In its decision, NAD supported the 24-hour claim after Unilever provided evidence of a short-term moisturisation study (STM study) that was designed to measure skin hydration over 24 hours following a single wash with the product.
Although P&G submitted studies challenging the STM study, NAD found that Unilever’s study was appropriate and sufficient to support the 24-hour claim, and that P&G failed to show that Unilever’s study was flawed, or that its own studies were more reliable.
P&G also challenged Dove’s Deep Moisture Body Wash “round-the-clock deep moisture” claim, arguing that it conveyed significant moisturising benefits for an extended period after in-shower use.
However, the NAD found that the claim would likely be understood by consumers to mean for 24 hours, as the claim appeared above language stating that the product “restores moisture for 24 hours”.
claim that Dove Deep Moisture Body Wash “nourishes the driest skin” and “actively regenerates skin’s natural moisture” was also challenged by P&G.
Unilever cited deposition studies showing that the body wash deposits fatty acids on and within the skin’s outer layer, helping restore lipids that support the skin barrier and moisture retention.
NAD found the claim was supported, as consumers would understand the term nourish in the context of the claims around moisturisation.
P&G also challenged the product name, believing that “Deep Moisture” falsely implied a moisturising benefit.
Unilever maintained that the phrase could have multiple meanings and should not require a name change without evidence of consumer confusion or deception.
As the moisturisation claims were already supported, NAD sided with Unilever.
In a statement published in the NAD decision, Unilever said it was “pleased that NAD found all of the challenged claims that appear in advertising for Dove Deep Moisture Body Wash to be substantiated”.
Cosmetics Business has contacted Unilever and P&G for comment.
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