Fenty Skin Melt AWF Cleanser performance claims substantiated, disclosure modifications recommended by NAD



NAD announced​ that Fenty Skin LLC has substantiated key performance claims for its Melt AWF Jelly Oil Makeup-Melting Cleanser, including:

  • “From longwear or waterproof makeup, sunscreen, dirt, oil + impurities melt that… AWF in one go.”
  • “This unique jelly texture gently delivers clean, nourished + conditioned skin without the stripping or drying.”
  • “In a study of 52 people after 1 use, 100% agreed it gently cleanses skin leaving it clean and fresh, 96% agreed that it cleansed skin without stripping, 92% agreed it removes makeup.”

As confirmed in its recent press announcement, NAD “also concluded that product demonstrations featuring influencers were supported by the evidence and that the videos were accurate and not enhanced.”

However, in reviewing the brand’s advertising disclosures, NAD recommended that “Fenty Skin require its paid influencer, Crème Fatale, to modify a challenged Instagram post to include a clear and conspicuous material connection disclosure in the video demonstration itself, and that Fenty Skin’s re-post of this video to its own Instagram page should likewise have a modified disclosure,” according to the press release. 



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