Honasa Consumer Limited - Mamaearth

Recommendation: Not Upheld | Medium: Industry Member

The FTCR panel viewed the advertisement and considered the complainant’s and the advertiser’s submissions for Review. The FTCR panel noted that the advertiser has filed for a Review by submitting additional data in respect of the claims - “Nourishes like lotion”, and “Moisturizing lotion soap”. Claim - “Nourishes like lotion” The FTCR panel observed that the advertiser has submitted a clinical study which was conducted to evaluate and compare the in vivo efficacy in terms of moisturizing effect of skin care formulations of the advertiser’s lotion soap versus a well known lotion brand on healthy human subjects. The FTCR panel discussed that in the study, the advertiser’s soap (Mamaearth Vitamin C Moisturizing Lotion Soap) is tested against a popular lotion to see how well it moisturizes the skin using a corneometry machine. The findings of the clinical study conclude that the tested products show improvement in skin moisturization at T30 mins and T24 hours. Both the products provide similar moisturizing effects which proves that after 24 hours, the moisturizing effect is similar in a lotion when compared to a lotion soap. The FTCR panel deliberated that the product uses the term `Lotion’ in its name to highlight that it contains lotion as an ingredient which helps moisturize the skin. A lay consumer is likely to understand the difference between the action of a soap and a lotion, and therefore the claim, `nourishes like lotion’, gives an impression that the soap being a wash-off product will nourish the skin i.e., provide moisturizing benefit similar to those found in a regular lotion. Based on this assessment, the FTCR panel concluded that the claim, “Nourishes like lotion”, was substantiated. The said claim is not in contravention of Chapter I of the ASCI Code. This complaint is Not Upheld on Review. Claim - “Moisturizing lotion soap” The FTCR panel observed that the advertiser has submitted a product licence of the advertised soap. The FTCR panel discussed that the soap formulation contains Aqua, Stearic Acid, Glyceryl Monostearate, Cetearyl Alcohol, Phenoxyethanol, Xylitylglucoside, Anhydroxylitol, Xylitol, Sweet Almond Oil, Olive Oil, Sodium Hydroxide; all of which are components of a lotion added as an ingredient for providing the moisturizing effect. Based on the lotion being a component of the soap, the soap can be called as moisturizing lotion soap. The FTCR panel concluded that the pack claim in the advertisement, “Moisturizing lotion soap”, is not objectionable. The said claim in the advertisement is not in contravention of Chapter I of the ASCI Code. This complaint is Not Upheld by majority on Review.