”Clean” claims, considered the “new natural” in cosmetic product labeling and advertising, should be avoided unless a company can provide a clear definition and keep it consistent across marketing, says Ronie Schmelz, partner in the Los Angeles office of K&L Gates, LLP.
Clean Beauty, The New ‘Natural,’ Carries Same Litigation Risk – Attorneys
Beauty and personal-care companies using ‘clean’ labeling and advertising should clearly define the term and ensure consistency across marketing messages, attorneys said at the BBB National Program Inc.’s 18 July webinar, ‘Getting Clean Beauty Advertising Right.’
