Summary of Action
TINA.org sent a warning letter to Revlon on May 8, 2015 explaining its findings and asking that it make timely changes to its Almay Simply American™ campaign. Though the company responded, it disagrees with TINA.org’s findings, has asked TINA.org to “discontinue any further inquiry into Almay’s advertising,” and has not made any noticeable changes to its campaign. Accordingly, on May 19, 2015, TINA.org filed a complaint letter with the Federal Trade Commission, as well as the New York Attorney General’s Office, requesting that they take action to halt Revlon’s deceptive marketing.
As a result of TINA.org’s efforts, on July 1, 2015, Revlon changed its “Almay Simply American™” slogan to “Almay The American Look™.” And as of April 2017, the company dropped its slogan entirely.
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