SharkNinja has voluntarily changed claims surrounding product performance following a National Advertising Division (NAD) challenge by competitor Dyson.
The brand’s website, social media and product packaging claimed its product, Glossi 2-in-1 Hot Tool and Air Glosser, provide consumers with the ‘fastest blowout’.
These claims lead to Airwrap-creator Dyson filing a Fast-Track SWIFT challenge with the BBB National Program’s NAD – an expedited process for single-issue advertising cases.
The challenge solely focused on whether comparing average air velocity alone is a good fit for the challenged superlative performance claim.
Following the challenge, SharkNinja has made permanent modifications to its materials, making it clear that the “fastest blowout” claim is based on comparative dry-time testing that it had conducted, rather than air velocity alone.
Due to SharkNinja’s voluntary modifications, the NAD did not address the challenge, treating the modified version of the claim “as though NAD recommended they be modified” for compliance purposes.
Cosmetics Business has reached out to both SharkNinja and Dyson for comment.
Lead image credit: Timon - stock.adobe.com
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