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Aquaphor Baby Diaper Rash Re-designs Packaging After NAD Inquiry

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The National Advertising Division (NAD) is routinely monitoring personal care and beauty product claims, and as a result, Beiersdorf Inc., the maker of Aquaphor Baby Diaper Rash Cream, has made some changes.

Beiersdorf is permanently discontinuing express claims that its Aquaphor Baby Diaper Rash product relieves diaper rash in six hours. Instead, it has launched a new advertising campaign following the inquiry by NAD, an investigative unit of the advertising industry’s system of self-regulation that is administered by the Council of Better Business Bureaus.

As part of its routine monitoring efforts, NAD asked the advertiser to provide its substantiation for the following claims: “Make It All Better. Treat and Relieve diaper rash within six hours” and “Clinically proven to relieve diaper rash within 6 hours.”

In the meantime, Aquaphor has redesigned its product packaging and is beginning the process of introducing new packaging in retail stores.

Related news: Marketers: Watch Your Cosmetics Claims

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