Judge Rules Gillette Made False Claims

BOSTON A federal judge yesterday granted Schick a preliminary injunction against Gillette for claims made in ads for its M3Power razor.

Judge Janet Hall of the U.S. District Court in Connecticut found some claims made by Gillette to be “literally false,” including contentions that the M3Power razor raises hair up and away from the skin. The court found product demonstrations in Gillette ads to be “greatly exaggerated.”

Boston-based Gillette, in the process of being acquired by Procter & Gamble, now must cease making such claims in TV and print ads, and has 30 days to change product packaging and remove in-store displays.

A Gillette representative said such claims were illustrated by a brief cartoon clip in some commercials and other materials, but are no longer in use. The rep said no spots or packaging will have to be changed,

Omnicom Group’s BBDO in New York is Gillette’s lead ad agency.

It is unclear if Gillette will appeal the ruling.

The frequent legal battles between the shaving giants include an ongoing fight over Schick’s Quattro razors, which Gillette claims violate its patent for a multi-blade system.

Schick is a unit of St. Louis-based Energizer Holdings.

—Adweek staff report