Beau Cheveux, LLC Participates In ERSP Self-Regulatory Forum

New York, NY – May 2, 2005 – The Electronic Retailing Self-Regulation Program (“ERSP”), the electronic direct-response industry’s self-regulatory forum supervised by the National Advertising Review Council (“NARC”), announced that although specific general performance and science based claims for Beau Cheveux, LLC (“Beau Cheveux”)’s Nutra Renew hair treatment were substantiated, it recommended that the direct response marketer modify other performance claims, discontinue specific future based claims, and modify other performance claims in its advertising.  The truth and accuracy of the marketer’s claims came to the attention of ERSP from its ongoing monitoring program.

In the inquiry for the Nutra Renew Hair Treatment, ERSP requested that the marketer provide substantiation for performance claims , science based claims, and hair structure/health claims that were communicated in direct response advertising including:  “By transforming the hair completely and restoring it to healthier hair, that’s magic.”; “…through their research, these scientists discovered rare, all natural ingredients that could actually penetrate to the inner structure of each hair strand…seals and protects each hair strand from future hair damage.” and “it’s so powerful, that just one application will last for weeks.”

ERSP determined that Beau Cheveux provided a reasonable basis for its claim that one treatment of Nutra Renew “lasts for weeks” but recommended that claims stating that the product will transform hair “in seconds” or “within minutes” were overly broad, and should be modified. Moreover, while the marketer provided sufficient information to substantiate claims regarding the science behind Nutra Renew, it was recommended that Beau Cheveux refrain from making claims in future advertisements that the product will protect hair against future damage. Lastly ERSP concluded that the marketer substantiated its core claim that use of Nutra Renew will result in “healthier hair” but requested that the statements regarding the efficacy of the product to “all hair types” should be discontinued.

In response to ERSP’s decision, the marketer responded “Beau Cheveux appreciates ERSP’s recognition and acceptance of the value of its Nutra Renew product. Notwithstanding … Beau Cheveux discontinued the infomercial for strictly business reasons …While Beau Cheveux does not necessarily agree with ERSP’s analysis and conclusions… it certainly respects ERSP’s views on these points and will take them into consideration in future Nutra Renew advertising.”