The Hindu Business Line : Ozone sends legal notice to HLL on fairness cream ad

OZONE Ayurvedics appears to have put on battle fatigues after it has entered the Rs 1,000-crore fairness market with its new variant earlier this month. The Delhi-based company has sent a legal notice to market leader Hindustan Lever Ltd (HLL) asking it to publish an advertisement apologising for "misleading claims" made in an earlier ad.

In a statement, Ozone Ayurvedics also claimed it has asked HLL to extend a written assurance to not use the `offending' ad again.

Earlier this month, Ozone took a strong exception to the advertisement by HLL claiming that 82 per cent of all people who tried Fair & Lovely Anti-Marks cream experienced removal of blemish marks against only 57 per cent of Nomarks Cream users and 42 per cent of Garnier Light users.

The HLL spokesperson was not available for comments on the matter. Meanwhile, the Ozone statement claimed that legal as well as medical experts agree that the only way such claims can be made is when all conditions are exactly the same for the three samples of volunteers.

"This would mean that individuals of all three groups have exactly the same skin, skin thickness, type of sub-dermal fat and nature of marks on the skin. In fact, the marks should be of the same intensity, cause and size.

"Efficacy of the mark removal creams can be compared only if the conditions are identical for all the three sets. In the opinion of experts, it is just not possible to bring together three groups of 30 women each with exactly similar skin and mark types," it claimed.

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