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Judge Says Gillette Ads False
Jun 3, 2005
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A U.S. federal judge has ruled that advertisements from personal care appliance maker Gillette Co. are "unsubstantiated and inaccurate." The ads claim that the company's M3Power razor raises hair up and away from the skin.

U.S. District Judge Janet C. Hall granted Schick-Wilkinson Sword a preliminary injunction prohibiting the use of the television and print ads. Gillette was also ordered to change packaging for the product and remove in-store displays that feature the false claims.

The ruling said the depiction in Gillette advertising was "greatly exaggerated" and "literally false."

Gillette spokeswoman Michele Szynal said the company has not decided whether to appeal. "Right now the ruling won't have any affect on our marketing since the visuals don't appear on any (current) advertising or point-of-sales material," she said.

The M3Power, a vibrating men's razor introduced to compete with Schick's Quattro razor, held a 20-percent global share last quarter and was the world's top-selling razor, Boston, MA, U.S.-based Gillette said.

Schick, a division of St. Louis, MO, U.S.-based Energizer Holdings Inc., is reportedly the second-largest maker of wet shave products behind Gillette. Schick President Joe Lynch said Gillette's claims for the M3Power "go well beyond the capabilities of the products."

"We firmly believe that since the day the M3Power was launched a year ago, Gillette has deceived consumers about the performance of this product," he said.

However, Ms. Szynal from Gillette said the computer-generated image of the razor lifting hair away from the skin shown in the ads were never meant to be taken literally. (AP)

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