In a statement released today (May 8, 2024), the BBB National Programs’ National Advertising Division announced its recommendation to Unilever to discontinue or modify given claims regarding its Degree Advanced antiperspirant. The division noted the challenge was brought forth by The Procter & Gamble Co. (P&G).
Specifically, the organization called out expressed and implied claims stating the Degree Advanced antiperspirant completely prevents underarm sweat and sweat marks during intense exercise sessions.
The division also urged Unilever to modify its “Samuel” commercial conveying that all Degree Advanced antiperspirant products provide superior wetness prevention and reduction compared to all Old Spice antiperspirant products; and to discontinue side-by-side demonstrations between the brands.
Per the BBB National Programs’ National Advertising Division, the flagged advertising was part of Unilever’s “Gray T-Shirt Challenge” campaign featuring individuals applying Degree Advanced 72-hr antiperspirant products while wearing a gray t-shirt.
After users' "sweatiest” workouts, the videos and commercials depicted their underarms being completely dry. In its decision, the BBB National Programs’ National Advertising Division determined the videos and commercials conveyed a message that the product completely prevents underarm sweat and sweat marks.
According to organization, in support of its claims, Unilever relied on the results of hot room and SweatSENSE studies, which the BBB National Programs’ National Advertising Division agreed demonstrated Degree Advanced antiperspirant’s extra effectiveness at reducing underarm sweat.
However, the product demonstrations in the videos and commercials went beyond sweat reduction and showed the absence of sweat marks.
Per the BBB National Programs’ National Advertising Division, Unilever stated it will comply with the recommendations even though it doesn't agree with the group's interpretation.
