The National Advertising Division (NAD) has issued a resolution to several product claims made by Revlon’s ColorSilk hair colour with Bond Repair Complex.
It follows German-based multinational corporation, and competitor, Henkel’s challenge to several advertising claims against the US hair care brand, including that the product is made “with a Bond Repair Complex”.
Other challenged claims included that the product can deliver “up to 98% less breakage,” and that its before‑and‑after photos are representative when paired with added disclosures.
NAD said it had adequate support for these claims, and also accepted Revlon’s voluntary revisions to its “up to 9x shinier” claim – finding the company’s shine testing reliable.
However, NAD determined that Revlon did not have sufficient evidence to support the claim that ColorSilk “repairs hair from the inside-out” and recommended discontinuing it.
NAD also concluded that the “up to 94% smoother” and “up to 94% silkier” claims could mislead consumers because they were based on wet‑combing tests, not dry‑hair performance.
It stated that this claim should be discontinued or modified to clarify the basis of the results.
Revlon stated that it will comply with all recommendations.
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