Era Botanics Private Limited - Conscious Chemist Rapid Relief Acne Spot Corrector Gel

Recommendation: Upheld | Medium: Suo Moto

The ASCI had approached the advertiser for its response in addressing the objections raised in the complaint. 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 did not avail.

The advertiser sought multiple extensions to submit its response and supporting evidence, which were granted by ASCI Secretariat as a special consideration.

The advertiser submitted a copy of the clinical study report, a regulatory permission issued by the Food & Drugs Administration, and front and back images of the product packaging.

The claim support data was referred to an independent technical expert of ASCI for their opinion.

The expert opinion was shared with the advertiser to enable additional submissions. The advertiser responded to the queries raised by the expert regarding the claims and also furnished third-party laboratory test data. Subsequently, a meeting was held between the advertiser, the ASCI Secretariat, and the technical expert to discuss the submissions.

The additional submissions were, thereafter, shared with the technical expert for final opinion.

The Consumer Complaints Council (CCC) viewed the Website advertisement, considered the complaint, the advertiser’s response along with the claim support data, and the expert’s final opinion presented at the meeting.

Claim – “Reduces Blemishes & Redness within 6 Hours*” [pack claim]

The CCC observed that the advertiser submitted a clinical study evaluating the safety and efficacy of the product ‘Era Botanics Acne Spot Corrector’ in reducing acne. The product was applied to the affected area at baseline, after two hours, and after four hours. Dermatological evaluations were conducted at baseline and after six hours to assess skin inflammation and skin blemishes.

The CCC further observed that skin inflammation was assessed by a dermatologist using a visual grading scale based on parameters such as redness, scaling, and swelling. A clarification regarding the inflammation grading methodology was sought and subsequently provided by the advertiser. Upon review of the study report and the advertiser’s submissions, the CCC observed that the evidence demonstrated a reduction in skin inflammation within six hours based on dermatological evaluation.

With respect to skin blemishes, the CCC noted that although subject self-evaluation indicated improvement among users, the report stated that no significant change was observed in skin blemishes, with only a minimal number of subjects showing improvement within the six-hour assessment period. Accordingly, the claim of reduction in skin blemishes within six hours was not supported by the study data.

Based on these observations, the CCC concluded that the pack claim in the advertisement, “Reduces Redness within 6 hours”, was substantiated.

The claim, “Reduces blemishes within 6 hours”, was inadequately substantiated and is misleading by exaggeration. The claim is likely to lead to widespread disappointment in the minds of consumers.

The said claim in the advertisement contravened Chapter I, Clauses 1.1, 1.4 and 1.5 of the ASCI Code. This complaint was UPHELD.

Claim – “Clinically tested to reduce acne size in just 6 hours*”

The CCC observed that the clinical study assessed acne size with measurements recorded at baseline and after six hours. The unit of measurement for acne size was not specified in the report, and clarification was subsequently provided by the advertiser.

The CCC further observed that dermatological evaluation results indicated a reduction in acne size between baseline and the six-hour measurement. The subject self-assessment data also indicated that a majority of users perceived a visible reduction in acne size within the same duration.

The CCC further noted that the `before and after 6 hours’ images are supported by the claim substantiation data. Based on this assessment, the CCC concluded that the claim, “Clinically tested to reduce acne size in just 6 hours*”, was substantiated. The said claim is not in contravention of Chapter I of the ASCI Code. This complaint was NOT UPHELD.