Homemark Aragan Secret Nail Treatment – still lying

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Posted 08 September 2014

A consumer complaint was laid against Homemark’s packaging of its “Aragan Secret Nail Treatment”.  The complainant submitted, in essence, that the list of ingredients on the label is misleading as the actual product only contains peroxide. The complainant further added that the product in question is not manufactured in Israel contrary to what the packaging claims.

The ASA found that Homemark had not been able to supply proof to counter the complaint.

Aragan Secret Nail Treatment / B Espie / 2014 – 1094F
Ruling of the : ASA Directorate
In the matter between:
Bonnie Espie Complainant(s)/Appellant(s)
Homemark (Pty) Ltd Respondent

20 Aug 2014

http://www.asasa.org.za/ResultDetail.aspx?Ruling=6935

Ms Espie lodged a consumer complaint against Homemark’s packaging of its “Aragan Secret Nail Treatment”.

The complainant supplied the Directorate with a copy of what she submits as the back label of the product in question, which contains, inter alia, the claim “Made in Israel” and lists its ingredients as:

“Delonizwd water”

“Glycerin”

“Dimethicone”

“Eugenia Caryophyllus (Clove) Leaf Oil”

“Melaleuca Aiternilolia (Tea Tree) Oil”

“Cellulose Gum”

“Rosmarinus”

“Officinalis (Rosemary) Leaf Oil”

“Argania Spinosa ((Argan Moroccan Oil)”

“Kernel Oil”

“Punica granatum extract”

“Fragrance”

“Methylchloroisothiazolinane”

“Methylisothiazolione”
COMPLAINT

The complainant submitted, in essence, that the list of ingredients on the label is misleading as the actual product only contains peroxide. The complainant further added that the product in question is not manufactured in Israel contrary to what the packaging claims.

RELEVANT CLAUSES OF THE CODE OF ADVERTISING PRACTICE

In light of the complaint the following clauses of the Code were considered relevant:

Clause 13 of Section II – Substantiation

Clause 14 of Section II – Misleading claims
RESPONSE

The respondent submitted, inter alia, that the product is manufactured in Israel. The respondent also attached copies of the following documents:

A certificate of Analysis

Manufacturer’s formula certificate

Material safety Date Sheet

ASA DIRECTORATE RULING

The ASA Directorate considered all the relevant documentation submitted by the respective parties.

Clause 4.1 of Section II specifies that advertisers must hold in their possession acceptable proof that either emanates from, or was evaluated by an entity that is regarded as an independent and credible expert in the field to which the claims relate. It is also trite that substantiation should relate to the product being advertised.
The complainant effectively asked for proof that the product is manufactured in Israel and also that the listed ingredients are contained in the product.

Clause 4.1 of Section II of the Code requires advertisers to hold satisfactory documentary evidence of any direct or implied claims made. It stipulates that such evidence must emanate from, or be evaluated by an independent and credible expert in the field to which the claims relate.

It is also trite that the Directorate requires product-specific substantiation. The Directorate notes that the respondent has submitted unauthenticated copies of certificates that appear to emanate from Fungusless (the manufacturer), bearing the Standards Institute of Israel’s logo. The Code requires the respondent to submit independently verified documentation with regard to substantiation where the advertiser relies on internally generated documentation as proof of claims made in its advertising. The Directorate also wishes to point out that the respondent has submitted documentation about a product referred in its substantiation documentation as “Purity Nail” and no reference is made to “Aragan Secret Nail Treatment” within the said documentation or its link to “Purity Nail”.

In light of the above, and in keeping with the long-standing approach, the Directorate is satisfied that the respondent ought to hold adequate, independent substantiation that unequivocally verifies that the product in question is manufactured in Israel and also that it contains the listed ingredients.

Given the inadequacies highlighted above, the Directorate does not accept the substantiation relied on by the respondent, and accordingly finds the claim “Made in Israel” as well as the claimed product ingredients that are listed above, unsubstantiated and in contravention of Clause 4.1 of Section II of the Code.

In light of the above finding, the respondent is required to:

withdraw the said claims in their current format;

action the process to withdraw the said claims with immediate effect on receipt of the ruling;

complete the withdrawal of the said claims within the deadlines stipulated by Clause 15.3 of the Procedural Guide; and

refrain from using the said claims again in their current format unless new substantiation has been submitted, evaluated, and accepted by way of a subsequent Directorate ruling.
.The complaint is upheld, and the respondent’s attention is specifically drawn to the provisions of Clause 15.5 of the Procedural Guide, which requires offending claims to be removed from any media in which they appear.

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13 Responses to Homemark Aragan Secret Nail Treatment – still lying

  1. Iaan Crous 17 January, 2015 at 2:29 pm #

    I have also bought a bottle of Aragan Secret Nail Treatment from Homemark in Eastrand Mall. After reading this review, I decided to return it per their return policy within 10 days as it was unused. The lady at the store refused to refund me as she claimed the product was opened. The original packaging does not contain a seal and she could therefore not prove it was opened or not. Never the less, I have learnt my lesson and will NEVER buy another Homemark product again.
    It is however strange that this product is still on the market after this ASA Directorate ruling agains it.

  2. Natalie 5 July, 2015 at 7:28 pm #

    The Homemark website claims that the Aragon Secret Nail Treatment Oil moisturises your nails, but since I started using it 2 days ago, my fingers burn like crazy and my cuticles actually look worse than before, and the sides are raw. I understand that this product is an import, but surely suppliers should investigate more in the alleged “health care” products that they offer! I see that Dischem is selling it too now at R249. Hell of a lot of money for glorified peroxide!!

  3. Gail 15 August, 2015 at 1:55 pm #

    O bought the product at Dischem for my splitting nails. The Aragon Secret burns my fingers and cuticles and I am afraid to continue using it. A lot of wasted money. I will report this article to Dischem for sure.

  4. Georgina 19 October, 2015 at 5:38 pm #

    I started using Aragan due to a mild fungal infection present on my big toe. Nothing weird happened in the first week, but when I ended up clipping my nails too short, this caused the nail to become ingrown and infected. Later, I ended up wearing shoes that were too tight and made my toenail and the surrounding skin bleed. When I later put on Aragan, I found it bubbled and stung around the scabbed areas, which is exactly what hydrogen peroxide does. So this nail fungal treatment is nothing but a bottle of hydrogen peroxide. Very disappointed as I paid for two bottles of this stuff and it is ridiculously expensive.

  5. Iaan Crous 21 October, 2015 at 11:56 am #

    I got my money back from Homemark after many fights. NEVER but NEVER will I buy something from Homemark again!!!

  6. Mike Falk 31 December, 2015 at 4:02 pm #

    I bought it from Sischem in November as per Client adviser to treat Nail Fungus.
    This is the biggest lie and is not true in every aspect please br aware of this.

  7. Nikki cronje 4 February, 2016 at 7:04 pm #

    Oh my!! How is this product still on dischem shelves!! I have just bought it and used it.. (Yep, burning) and have googled to see if I could find more information on the necessary duration of use to find this .. Why are dischem not complying.. Labelled clearly “made in Israel” !!!!

  8. naseema ali 9 February, 2016 at 2:02 pm #

    I bought this product and used it for a month and nothing happened
    to my nails and it is still the same,i used from January 2016,I am very disappointed and the advertisement is a scam

  9. marinda 6 January, 2018 at 8:17 am #

    i have been using this product aragan secret nail treatment oil for a month, the only thing that happend was burning sensation and a loose toenail, i cant even wear shoes to work but flip flops due to the loosen toenail. This is fraud and paying such alot of money for nothing.

    Thank you dischem for false advertising

  10. Nawaal 10 August, 2018 at 12:06 am #

    Every Homemark product is a scam, Ive bought a few already and can say with certainty that it was all rubbish. Only realised this after spending too much money. Definitely won’t ever buy another product from them

  11. Anya Naidoo 26 August, 2020 at 1:08 am #

    How is the Aragan hair oil? Is it safe…..? Also got it from dischem….homemark product also

    • Harris 26 August, 2020 at 8:01 am #

      @Anya
      Is probably safe – but not major advantages over other hair oil. Marketing hype.

  12. Anya 26 August, 2020 at 10:46 am #

    Thank you Harris will keep this in mind

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