Nivea India Private Limited - Nivea Nourishing Lotion Body Milk

Recommendation: Not Upheld | Medium: Suo Motu - NAMS (TAMS)

The CCC-R Decision The CCC-R panel noted that in their submission for review, the advertiser submitted documents on illustrative examples of long duration cosmetic claims, a dermatologist expert statement, confirmation on the acceptability of moisturization studies across geographies, the clinical study report supporting the “72h Moisture | Intense Care” claim, an expert statement on clinical study design versus consumer studies, and confirmation that moisturization is maintained with and without washing. The CCC-R panel observed that the documents indicate that the product’s moisturizing effect is expected to be similar across regions, as the basic mechanisms of skin hydration are consistent. The product was tested on women with dry to very dry skin under controlled conditions. The clinical study showed that the product maintained moisturization for 72 hours without washing, as the area was left untreated. The product contains higher levels of emollients and humectants than typical formulations, supporting the `Intense Care’ claim. The CCC-R panel further noted that an additional study was conducted to evaluate the effect of washing on the product’s moisturizing efficacy. In the study, the participants applied the test product to their inner forearms for one week, with one area washed regularly and the other area left untreated. It was seen that both areas showed significant improvement in skin hydration, indicating that washing does not affect the product’s moisturizing performance to any great degree. Based on the clinical studies and the supporting data provided, the CCC-R panel concluded that the pack claim in the advertisement, “72h Moisture | Intense Care”, was substantiated. The said claim is not in contravention of Chapter I of the ASCI Code. The complaint is Not Upheld on Review.