National Advertising Division Recommends SharkNinja Modify or Discontinue Various Comparative Superiority Claims for Shark HyperAir Hair Dryer

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PR Newswire

NEW YORK, July 7, 2022

NEW YORK, July 7, 2022 /PRNewswire/ — The Countrywide Advertising Division (NAD) of BBB National Applications suggested that SharkNinja Running, LLC modify or discontinue various challenged convey and implied statements produced in a 30-minute infomercial in which its Shark HyperAir hair dryer is in comparison in a variety of methods to the Dyson Supersonic and regular hair dryers.

National Advertising Division (NAD) (PRNewsfoto/National Advertising Division,B) — Nationwide Advertising Division (NAD) (PRNewsfoto/Countrywide Advertising Division,B)

The claims were being challenged by Dyson, Inc., the manufacturer of the competing Dyson Supersonic hair dryer. Both of those functions offer significant-velocity hair dryers with digital motors that make quick drying instances and superior air velocity.

Head-to-Head Comparison

NAD reviewed a head-to-head comparison among Dyson Supersonic and Shark HyperAir produced at the starting of the infomercial and located it conveyed the implied messages that:

The Shark HyperAir comes with attachments, though the Dyson Supersonic does not.
Dyson Supersonic customers must use separate styling applications that can bring about heat hurt to the hair to get the exact same styling outcomes as Shark HyperAir end users.

Mainly because these messages have been not supported by the file, NAD advisable that Shark modify the head-to-head comparison to steer clear of conveying these messages. NAD mentioned that whilst it is not Shark’s obligation to publicize or advertise the Dyson Supersonic and its attachments, after Shark compares its product to the Dyson Supersonic, the comparison have to be correct.

Merchandise Demonstration

The infomercial highlighted a four-way product demonstration amid (1) a individual with guidance of a professional-stylist employing a classic hair dryer, (2) a man or woman employing a standard hair dryer and warm equipment, (3) a particular person applying the Dyson Supersonic with a incredibly hot instrument and (4) a man or woman making use of Shark HyperAir with its IQ rotatable Styling Brush attachment. NAD found that Shark’s solution demonstration conveyed both of those a concept of ease and a information of comparative superiority to other hair dryers.

NAD determined that Shark’s proof did not support the message that the Shark HyperAir with the IQ Rotatable Styling Brush attachment can obtain drying and styling final results a lot quicker and simpler than the Dyson Supersonic and the other approaches showcased. Additional, NAD was worried that the portrayal of the Dyson Supersonic in the advertiser’s 4-way product or service demonstration does not mirror the final results that people can expect to realize when they use the product or service.

Thus, NAD suggested that Shark discontinue the solution demonstration or modify it to keep away from conveying the unsupported implied messages that:

The Shark HyperAir with IQ Rotatable Styling Brush attachment can attain drying and styling results faster and simpler than the Dyson Supersonic and the other approaches showcased and
That Dyson Supersonic buyers will have to use a independent very hot device for a concluded glance.

NAD also advisable that Shark discontinue express claims related with the products demonstration that are not supported by the report, this sort of as:

“There genuinely is no competition the Shark HyperAir achieved salon-model final results a lot quicker and easier than the other hair dryers and styling instruments that required drying to start with before styling” and
“The Dyson dried the hair promptly, but she continue to required to switch to a flat iron to get a concluded search.”

Testimonials

NAD reviewed numerous categorical, unqualified comparative statements manufactured via buyer or influencer endorsements related to more rapidly drying occasions with the Shark HyperAir.

NAD discovered that the promises of chopping drying time in half with the Shark HyperAir IQ Curl-Defining Diffuser attachment have been not supported and advisable that Shark discontinue the testimonial, “This was ready to slash my drying time in 50 percent-it’s possible even less than that-so I am a large, large enthusiast of this.”

NAD also advised that Shark discontinue the testimonial “Not only does it dry my hair faster, but there are numerous styling applications that it will come with that also enable me to dry and design and style my hair at the exact time, so I am in a position to get out of the doorway 30, 40 minutes before than I made use of to do in the earlier,” as it is not supported.

“Saturday Night time Hair” Assert

NAD noted that the phrase “Saturday night hair” evokes an graphic of a specific situation or a night where by far more time and consideration is invested in styling hair.

NAD found that standing alone, the phrase “Shark Smart IQ Stylers can you get Saturday night hair each day of the 7 days” may well be puffery, but in context it conveys a comparative excellent effectiveness concept mainly because the infomercial states that only the Shark HyperAir can accomplish that outcome. NAD suggested that the assert be modified to avoid conveying a information of exclusivity or comparative superiority that only with the Shark HyperAir can end users achieve the general performance gain involved with Saturday evening hair.

NAD noted that nothing at all in its determination prevents Shark from applying the phrase “Saturday evening hair” in a way that does not express an exclusivity or comparative superiority concept.

Comparative Claims Vs . Classic Hair Dryers

NAD uncovered that the audio and video clip in Shark’s infomercial communicated a wide declare of superiority of air velocity and drying time in comparison to all common hair dryers with a concentrator, with a little movie disclosure that mentioned that the comparison was versus the five primary regular hair dryers with a concentrator.

The infomercial announcer states “Satisfy the Shark HyperAir. Shark designed a innovative technology with high velocity air that offers you up to 135% a lot quicker air velocity as opposed to traditional hair dryers with a concentrator, for up to 100% quicker drying time.” Each statements also surface on screen with a disclosure at the base of the screen that reads “analyzed from top 5 standard hair dryers (non-electronic motor) with a concentrator on human hair with 3rd party lab.”

Although NAD discovered the “135% quicker air velocity” and “up to 100% more rapidly drying time” statements to be supported compared to the main 5 standard hair dryers,NAD suggested that Shark modify its remarkable air velocity and drying time claims to evidently and conspicuously disclose the foundation of the comparison as aspect of the main claim (i.e., that the comparison is versus the major 5 conventional hair dryers).

Monadic Promises

NAD decided that the screening submitted by Shark does not aid a assert of no frizz or frizz-free hair immediately after employing the Shark HyperAir. Hence, NAD encouraged that the advertiser discontinue or modify claims that the Shark HyperAir benefits in “frizz-no cost” hair as effectively as its “no frizz” and “overlook frizz” statements. NAD noted that almost nothing in its decision prevents the advertiser from earning properly supported frizz-reduction promises.

NAD also considered whether or not Shark’s infomercial implies that the Shark HyperAir repairs or reverses warmth destruction that has currently transpired but located it not likely that consumers will interpret these a concept.

Ahead of and Right after Pics

NAD observed that consumer recommendations appearing all over Shark’s infomercial accompanied by just before and immediately after photographs express the message that buyers achieved their final results making use of the Shark HyperAir on their possess with no experienced assistance.

If the transformation in the before and following pictures highlighted in the infomercial was obtained with a stylist or other expert aid and is not regular of what the consumer can practical experience at dwelling with the Shark HyperAir, NAD advised that Shark disclose in a distinct and conspicuous manner that the right before and right after benefits pictured were being realized with the assistance of a stylist or other approach.

In its advertiser assertion, Shark mentioned that it “agrees to comply with NAD’s recommendations.” The advertiser further more mentioned that despite the fact that it “does not agree with all of NAD’s findings, as a robust supporter of voluntary self-regulation, it accepts NAD’s conclusion.”

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About the Nationwide Marketing Division:

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