Henkel Adhesives Technologies India Private Limited - Schwarzkopf Professional
Recommendation: Upheld | Medium: Consumer Organization
The ASCI had approached the advertiser for its response in addressing the grievances of the complainant and forwarded the details of the complaint, verbatim, to the advertiser with a request to respond to the same. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claims in the advertisement, or alternately to substantiate the claims with supporting data. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they availed and submitted their response.
To substantiate the claim "reverse 3 years of damage in one use" the advertiser in their response has provided two instrumental studies — a Split Ends and Hair Breakage study (simulating 20,000 combings equivalent to 3-4 years of damage) and an HPDSC study measuring keratin stabilisation in the hair cortex. The advertiser also stated that "Care Boost Complex" refers to a proprietary blend of ingredients including Dimethicone, Amodimethicone, and Arginine, which are well-established in hair care science for improving shine and reducing damage. The term "New" has been used basis a revised product formulation approved in April 2025, supported by a licensing authority approval copy. With regard to influencer due diligence, the advertiser confirmed that the influencer was briefed by their agency and personally used the products prior to endorsing the claims.
As claim support data, the advertiser provided the following documents – (1) Front and back image of product packaging, (2) Product approval license from Regulatory Authority (3) Product Efficacy reports.
The advertiser’s response along with the claim support data was referred to an independent technical expert of ASCI for their opinion.
The expert opinion was then shared with the advertiser to allow them to make additional submissions. The advertiser proceeded with the proposed meeting with the expert and also submitted additional submissions.
The Consumer Complaints Council (CCC) viewed the Instagram advertisement (https://www.instagram.com/p/DUQbh-zADFi/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ==) , considered the complaint, the advertiser’s response along with the claim support data, and the expert’s opinion presented at the meeting.
Claim - Reverse 3 years of damage in 1 use
The Consumer Complaints Council (CCC) noted that the advertiser claims that their product can "reverse 3 years of hair damage in one use" and has submitted laboratory studies to support this. In their studies, hair strands were artificially damaged and then treated with the product. The treated hair showed less breakage, fewer split ends and stronger internal structure compared to untreated hair. The studies submitted demonstrate that the product regimen was tested on standard hair strands subjected to simulated environmental aggressors and controlled damage-inducing conditions such as UV exposure, chemical treatment, styling processes and repeated combing.
To justify the "3 years" part of the claim, the advertiser stated that combing hair 20,000 times is equivalent to 3 years of damage. However, the CCC observed that the research paper cited by the advertiser actually states that the impact of combing on any single hair strand is remarkably low, and nowhere does it establish that 20,000 combings cause 3 years worth of damage. The CCC noted that the evidence submitted does not establish that the product was tested on naturally damaged hair or hair representing cumulative damage over a period of three years.
Therefore, while the studies show some benefit of the product, they do not adequately substantiate the specific claim of reversing 3 years of hair damage in a single use.
Based on the above, the CCC concluded that the claim "Reverse 3 years of hair damage in one use" is misleading by exaggeration and is likely to lead to widespread disappointment in the minds of consumers. The said claims in the advertisement contravened Chapter I, 1.1, Clauses 1.4 and 1.5 of the ASCI Code. This complaint was UPHELD.
Claim - Powered by Care Boost Complex and Arginine
The Consumer Complaints Council (CCC) noted that the advertiser has submitted the ingredient lists for both the shampoo and treatment mask, both of which contain Arginine along with several other ingredients. The term "Care Boost Complex" is not a distinct or proprietary ingredient but rather a marketing term used by the advertiser to describe a blend of existing ingredients including arginine. The CCC observed that these ingredients collectively contribute to improving overall hair condition, including shine and reduction of hair damage. These ingredients function primarily as emollients and conditioning agents, which provide general hair care benefits. In view of the above the CCC noted that the claim is not intended to be understood that it is being limited to arginine alone.
Based on the above, the CCC concluded that the claim “Powered by Care Boost Complex and Arginine” was substantiated and is not in contravention of any of the ASCI code. This complaint was NOT UPHELD.
Claim - Started using the NEW Bonacure Repair Rescue Shampoo & Treatment Mask by Schwarzkopf Professional
The Consumer Complaints Council (CCC) observed that the advertiser has justified the use of the term "New" in the advertisement on the basis that the product underwent a revised formulation, supported by licence copies issued by the concerned licensing authority in 2023 and 2025, with the ingredient changes highlighted for reference. The CCC also noted that the advertiser has also clarified that the term "New" was used only in the voiceover of the Instagram advertisement and does not appear on the product packaging.
However, the CCC observed that the advertisement does not specify the aspect in which the “NEW” claim is being made for Bonacure Repair Rescue Shampoo & Treatment Mask by Schwarzkopf Professional.
Based on the above, the CCC concluded that the claim “Started using the NEW Bonacure Repair Rescue Shampoo & Treatment Mask by Schwarzkopf Professional” was not substantiated and is misleading by omission and contravened Chapter I, Clauses 1.4 and 1.5 of the ASCI Code and of the ASCI Guidelines on Validity & Duration of claiming “new/improved. This complaint was UPHELD.
With respect to the Influencer due diligence, the CCC observed that the advertiser has not submitted any due diligence signed by the influencer but has submitted a response stating that a brief was shared with the Influencer and the influencer has tried the products before endorsing the claim.
Based on these observations, the CCC concluded that the Instagram advertisement contravened Clause 2 of the ASCI Guidelines for Influencer Advertising in Digital Media. This complaint was UPHELD.
