I'd feel differently if the tagline was 'the world's most protective sunscreen', but best-smelling is so subjective I immediately think it's humorous marketing. Although I also worry about where critical thinking skills are headed in 2026.
I gotta say this is too far. I get what NAD is doing, and given the literacy crisis, maybe needed. But we need to instead encourage critical thinking. As consumers, we should be able to discern this is a marketing message, not a statement of fact. To your point, scent is inherently subjective. If Vacation wants their value prop to be "best smelling sunscreen," that is perfectly reasonable and fine!! Brands need to be able to have fun with their messaging. If we were to live in a totally literal world, that would be a very boring place!
dying at this. I love the idea that anyone would think *the world* has voted on and decided the best-smelling sunscreen for any purpose. Also, "puffery" would be a great name for a beauty substack
How embarrassing for Biersdorf to have their name attached. Tell me you're desperate! I use more of their products than Vacation's but my God let us just enjoy a little advert. I always smile when I see Vacation's branding.
This is honestly so weird and embarrassing for NAD and Biersdorf. Tell me your sunscreen doesn’t smell as good without actually saying it out loud, basically.
Booo!!!! We can’t have fun anymore!!! Your buddy the elf reference was perfect in this context. It’s literally a metaphor for the whole situation. I respect that we need to protect consumers but it reminds me of Red Bull having to change their tagline to “Red Bull gives you wiiiings” to deny and false advertising claims
This is corporate subterfuge, using a third-party intermediary as an excuse. What the idiots at their competition don’t realize is that by creating this non-issue they’re giving their competitor (Vacation) a ton of free press. So in the end, I guess they will get what they deserve.
I'd feel differently if the tagline was 'the world's most protective sunscreen', but best-smelling is so subjective I immediately think it's humorous marketing. Although I also worry about where critical thinking skills are headed in 2026.
I gotta say this is too far. I get what NAD is doing, and given the literacy crisis, maybe needed. But we need to instead encourage critical thinking. As consumers, we should be able to discern this is a marketing message, not a statement of fact. To your point, scent is inherently subjective. If Vacation wants their value prop to be "best smelling sunscreen," that is perfectly reasonable and fine!! Brands need to be able to have fun with their messaging. If we were to live in a totally literal world, that would be a very boring place!
dying at this. I love the idea that anyone would think *the world* has voted on and decided the best-smelling sunscreen for any purpose. Also, "puffery" would be a great name for a beauty substack
I’m naming my first born Puffery
I support
How embarrassing for Biersdorf to have their name attached. Tell me you're desperate! I use more of their products than Vacation's but my God let us just enjoy a little advert. I always smile when I see Vacation's branding.
this is so crazy to me lollllllll
This is honestly so weird and embarrassing for NAD and Biersdorf. Tell me your sunscreen doesn’t smell as good without actually saying it out loud, basically.
Great reporting, Kirbie. I can’t wait to use the word “puffery” as soon as possible
I agree on both rather bizarre *and* stocking up on Eucerin sunscreen abroad!
Also can’t wait for “puffery” to become the next hot business term.
Booo!!!! We can’t have fun anymore!!! Your buddy the elf reference was perfect in this context. It’s literally a metaphor for the whole situation. I respect that we need to protect consumers but it reminds me of Red Bull having to change their tagline to “Red Bull gives you wiiiings” to deny and false advertising claims
wow, a stretch!!
Why is there always so much drama around sunscreen? I often wonder this.
Living for this kind of drama. Also nothing like a non-profit regulatory group (EWG...) to waste peoples time and resources!!
This is corporate subterfuge, using a third-party intermediary as an excuse. What the idiots at their competition don’t realize is that by creating this non-issue they’re giving their competitor (Vacation) a ton of free press. So in the end, I guess they will get what they deserve.