Olay Ultra Moisture Beauty Bar

May 8th, 2015

In the beauty bar fight between Olay and Dove, a few points just went Dove’s way.

The National Advertising Division (NAD), an ad watchdog self-regulatory group, recently called on consumer goods leader Proctor & Gamble, the maker of Olay, to stop running print ads that claim, “Even Dove bar users prefer Olay Ultra Moisture bar versus Dove white bar.”

NAD said Proctor & Gamble lacked the evidence to back up the claim. Unilever, the maker of Dove, challenged that claim and others to NAD, which reviewed consumer perception studies provided by both companies.

Proctor & Gamble promised to consider NAD’s recommendation in future advertising.

See our related coverage on Olay and Dove.

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