Beiersdorf Rapped Over Misleading Ad
Cosmetic and personal care marketers must be more vigilant to avoid misleading or exaggerated claims. Marketing is supposed to be the “Truth Well Told”, yet many marketers seem to think they have a license to freely exaggerate and even deceive consumers. Even large companies are coming under the microscope to have their product claims challenged. This should demonstrate why it remains important to develop claim reliable substantiation for ALL marketing claims and that substantiation must be able to stand up to scrutiny by regulators, as is made evident by the reprimand recently issued to Germany Beauty company Beirsdorf for misleading advertisements related to Nivea Vital Moisturizing Cream after the company admitted to retouching advertising “before and after” photos.
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