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Almay Redesigns Slogan After Pressure by TINA.org

There was a controversy over the brand implying it was "made in America."

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By: Marie Redding

Senior Editor, Rodman Media

Revlon has made dramatic changes to its marketing campaign for its Almay brand. This comes after pressure by TINA.org – Truth In Advertising, a non-profit.

A deceptive advertising complaint was filed by ad watchdog about the brand’s former slogan, “Almay Simply American.” Almay’s website and social media platforms now read “Almay The American Look.”

TINA.org published the results of an investigation that revealed that more than 95 percent of Revlon’s Almay line of cosmetics sold on its website failed to meet the legal standard for the “Made in the USA” claim implied by the slogan, “Almay Simply American” coupled with a marketing campaign rife with patriotic symbolism.

“Revlon has done the right thing in changing its Almay slogan, and in so doing it clearly shows that Revlon came to understand that consumers could be deceived with its Almay Simply American marketing campaign,” said TINA.org’s executive director, Bonnie Patten.

Read More: Here’s why Tina.org filed the original complaint agianst Almay. 

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