Colgate/Tom’s Of Maine Pays Back Unilever For ‘Naturally Dry’ Loss
This article was originally published in The Rose Sheet
Executive Summary
It appears that Unilever will have to repackage Schmidt’s deodorants without wetness-absorption claims following an NAD ruling upheld by an appellate review panel. Challenger Colgate/Tom’s of Maine must be pleased, as it was Unilever that took down Tom’s “Naturally Dry” claims (and product names) in the same advertising self-regulatory forum in 2016.