Brillare Science Private Limited - Brillare

Recommendation: Upheld | Medium: Industry Member

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 advertisement. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and neither did they submit their written response. The Consumer Complaints Council (CCC) viewed the Facebook advertisement (https://www.facebook.com/reel/1085990743526245/) and considered the complaint. The CCC observed that no response was received from the advertiser prior to the prescribed due date as specified by the ASCI Secretariat. The CCC reviewed the complaint against Brillare’s advertisement, which shows a comparison of various hair growth products based on Rosemary oil concentration. According to the complainant, one of the products shown appears to be Soulflower’s Rosemary Redensyl Hair Growth Serum, with its pack shot and branding clearly visible. The objection raised is that the product shown is not a Rosemary oil based formulation, but a clinically tested serum containing Redensyl, Anagain, and Melanogray. The CCC discussed that the comparison is misleading and unfair, as it creates the impression that the complainant’s product is inferior due to low Rosemary content. The advertiser has not provided any substantiation or clarification to support the comparison. The CCC was of the view that showing a pack shot in a comparative context, unfairly denigrated a competitive brand and misled consumers about the product’s efficacy. Based on these observations, and in the absence of response from the advertiser, the CCC concluded that the advertisement contravened Chapter I, Clauses 1.1 and 1.4, and Chapter IV, Clause 4.1(e) of the ASCI Code. This complaint was UPHELD.