Beiersdorf Settles with FTC over Nivea’s “Slimming” Claims

July 27, 2011

The company’s Nivea brand inferred that applying its Nivea My Silhouette! topical cream to the skin would result in slimming effects.

Beiersdorf has reached a $900,000 settlement with the FTC stemming from an FTC administrative complaint that the company’s Nivea brand inferred that applying its Nivea My Silhouette! topical cream to the skin would result in slimming effects.

According to the complaint, a television ad stated: “New Nivea My Silhouette! with Bio-Slim Complex helps redefine the appearance of your silhouette and noticeably firm skin in just four weeks.  So you can rediscover your favorite jeans.  And how they still get his attention.  New Nivea My Silhouette! with Bio-Slim Complex.  Touch and be touched.”

As a result of the settlement, the company must cease making any claims related to body size. Notably, the company was also charged with purchasing sponsored search results from Google, for phrases such as “stomach fat” or “thin waist.”

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