Nad Reviews Advertising For Sally Hansen ‘No Chip 10 Day Nail Color’

New York, NY – June 14, 2007 – The National Advertising Division (NAD) of the Council of Better Business Bureaus has determined that Del Laboratories has provided reasonable support for certain advertising claims for “Sally Hansen No Chip 10 Day Nail Color.” However, NAD recommended the company modify the claim “No chipping, no cracking, no fading for 10 days guaranteed.”

Print advertising for the product came to the attention of NAD, the advertising industry’s self-regulatory forum, through NAD’s ongoing monitoring program. Claims at issue included:

• “No chipping, no cracking, no fading for 10 days guaranteed.”
• “Patented formula with calcium and micro-minerals for superior, non-stop wear.”

The advertiser, at the outset, explained that its “No Chip 10 Day” formula was developed with new, patented technology that extends the durability and appearance of the product and represents a departure from previous Sally Hansen formulations. The advertiser noted also that the ideal application of nail polish includes the application of a base coat, two color coats and a clear top coat. The base coat and top coat are clear versions of the color formula.

Following its review of the evidence, which included the results of two consumer-use tests in which four coats of polish were applied, NAD determined that the company provided a reasonable basis for its claim “No fading for 10 days” and its claim regarding a “Patented formula with calcium and micro-minerals for superior, non-stop wear.”

NAD recommended, however, that the advertiser disclose that promised results are best achieved by the application of four coats of polish – a base coat, two color coats and a top coat.

As to the claim regarding “no chipping, no cracking, no fading,” NAD determined that the evidence did not support the claim in its unqualified context and recommended the advertiser modify the claim to more accurately describe the product’s performance.

The company, in its advertiser’s statement, said it believes the claim “is … credibly substantiated by the tests conducted.”

“However, in support of the self-regulatory process … Del agrees to take NAD’s recommendation into account in developing future advertising.”