The ad watchdog backs Dove Deep Moisture's 24-hour moisture claims
Procter & Gamble challenged the claims at BBB National Programs' National Advertising Division (NAD). On November 9, NAD said Unilever had supported all of them, including the product's Deep Moisture name. According to the announcement, Unilever's main evidence was a study that measured skin hydration over 24 hours after a single wash, along with studies showing fatty acids from the wash end up in the skin's outer layer. NAD found P&G hadn't shown that study was flawed. The announcement doesn't say how many people were tested or how hydration was measured.
Why it matters
When a rinse-off product says 24 hours, it's fair to ask what was measured. Here the answer was hydration readings over a day after one wash, which is a narrower thing than it sounds like on the bottle.
The story so far
NAD finds Unilever's Dove Deep Moisture claims supported after a challenge from P&G.