JNTL Consumer Health India (Private) Limited - Aveeno Skin Relief Moisturizing Lotion

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

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 claim in the advertisement, or alternately to substantiate the claim with supporting data. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and requested for an extension to submit their response. As a special gesture, the advertiser was granted an extension of four business days to respond. The advertiser in their response stated that the hydration claim is supported by clinical efficacy testing conducted on individuals under normal usage conditions. The results demonstrated that skin hydration remained significantly improved compared to baseline levels even after a period without product application, supporting the claim of prolonged moisturization benefits. The claim is appropriately qualified through a disclosure indicating the duration of use required to achieve the stated benefit and is supported by scientific evidence. Regarding the disclosure requirements, the advertiser acknowledged that the advertisement did not include the source and date of the supporting clinical study. This omission was inadvertent and that the advertisement would be updated to include the relevant study reference details in accordance with applicable advertising guidelines. As claim support data, the advertiser provided the following documents – (1) Extract from clinical report, and complete report, (2) Copy of the product label, (3) Product approval license along with product composition details, (4) Registration Certificate. The advertiser’s response and the supporting claim substantiation data were sent to an independent technical expert appointed by ASCI. The expert’s opinion was subsequently shared with the advertiser, following which the advertiser had a meeting with the ASCI Secretariat and the technical expert. In response to the expert’s observations, the advertiser submitted that the claim relating to relief from dry, itchy skin is supported by technical and consumer evidence, including data indicating consumer-perceived relief shortly after application. The advertiser further submitted that the product contains ingredients known for their skin-soothing, moisturizing, and anti-itch properties. Regarding the observation that the supporting study involved participants of Chinese ethnicity, the advertiser contended that the findings are broadly applicable. The advertiser further submitted a consumer study report, published scientific literature on anti-inflammatory and anti-itch properties of key ingredients used in the formulation, a peer-reviewed publication on itch-relieving cosmetic formulations, and copy of ASCI recommendation. The additional submissions made by the advertiser were shared with the technical expert for final opinion. The Consumer Complaints Council (CCC) viewed the Website advertisement (https://www.aveeno.in/products/body/aveeno-skin-relief-moisturizing-lotion), considered the complaint, the advertiser’s response along with the claim support data, and the expert’s final opinion presented at the meeting. The CCC observed that for the moisturization claim, a clinical study involving repeated twice-daily application over four weeks assessed skin hydration using standard instrumental methods. The results showed a progressive increase in skin hydration during the usage period. After discontinuation of the product, where subjects used only water, hydration levels remained elevated over the following days, indicating sustained moisturization and supporting the claim of long-lasting hydration for up to 72 hours after continuous use. The CCC further observed that for the claim of relief from dry, itchy skin in 20 seconds, the advertiser submitted additional information indicating that the formulation includes oat-derived ingredients. It was further explained that naturally occurring constituents in oat extracts are associated with anti-inflammatory properties, which may help reduce itch-related discomfort. The advertiser provided supporting scientific literature showing that oat-based formulations contribute to improvements in skin dryness, scaling, roughness, itching, and related conditions after application. Further supporting evidence included a consumer study on an oat-containing lotion, where a large proportion of users reported perceived soothing and relief from dryness and itchiness within 20 seconds of application. It was also noted that the clinical study population was limited to a specific ethnicity, which may affect broader applicability; however, additional consumer-based evidence was considered in addressing this aspect. Based on this assessment, the CCC concluded that the claim, “This fragrance-free lotion provides clinically proven long‐lasting intense hydration for 72 hours*, relief dry, itchy skin in 20 seconds”, was substantiated. The said claim is not in contravention of Chapter I of the ASCI Code. This complaint was NOT UPHELD.