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Brand-Blinding Needed In Comparison Studies, WaterWipes Told In Review Of Baby Wipe Claim

Firm Qualifies '#1 Clinically Proven' Claim After NAD Review On Kimberly-Clark Challenge

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Executive Summary

NAD says firm's superiority and establishment claims should be removed from marketing. WaterWipes relied on results from “Baby Skin Integrity Comparison Survey” published in Journal of Pediatrics and Neonatology, but NAD agreed with challenger Kimberly-Clark that not blinding the brands from study subjects weakened the results.

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This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

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