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Published on November 22nd, 2013


Olay Pro-X Advanced Cleansing System

NAD is advising Olay to discontinue claims that its Pro-X Advanced Cleansing System is as effective as the pricier Clarisonic Skin Cleansing System. Olay’s claims allegedly included:

  • Olay Pro-X. Have you heard the beauty buzz? . . . Advanced Cleansing System just as effective as a $200 Clarisonic System.
  • [Olay Pro-X is] an instrument that cleanses as effectively as what’s sold by skin professionals for a whole lot less.
  • Think you need to go to a department store counter for a professional cleansing device? Join the counter revolution, switch to Olay Pro-X. Get cleansing results as effective as a $200 system.
  • Technical tests show that Olay Professional Pro-X Advanced System Cleansing System cleanses and exfoliates as effectively as a professional cleansing system costing nearly $200 used by professionals.
  • [D]esigned by a team of dermatologists with Olay, the Advanced System Cleansing System is as effective as other systems sold by skin professionals for nearly $200. Professionally and clinically designed to cleanse 6 times better, the Pro-X Advanced Cleansing System also sets your skin up for supersonic anti-aging moisturization.
  • Proven results for new advanced cleansing system.

The rumor among beauty mavens is that the Pro-X is an inexpensive alternative to the Clarisonic, but NAD finds these claims to be unsubstantiated in Olay’s ads. In addition, NAD recommends Olay discontinue the claim that the Pro-X cleanses six times better than normal cleansing. However, it found the claim that the Pro-X “sets your skin up for supersonic anti-aging moisturization” to be mere puffery, which we think means it’s just an extra fancy kind of lie Olay is actually allowed to tell.

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The National Advertising Division, or NAD, is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus. NAD asks advertisers to substantiate or change their claims in advertisements. As part of a voluntary system of self-regulation, however, its recommendations can be ignored by the offending advertisers. In those instances, NAD refers the offender to federal consumer protection agencies.

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