An LA-based firm is investigating potential class action lawsuits against ten global luxury cosmetic brands for using what it says, are false and misleading statements in the advertising of their anti-aging products.
The law firm of Baron and Budd have launched an investigation into the major anti-aging lines of Estee Lauder, Clinique, La Prairie, Dr. Perricone, ReVive, Naturabisse, Lancome, Clarins, Shiseido and Dr. Gross.
“Those being investigated include the popular Estee Lauder ‘Repairwear,’ Clinique ‘Youth Surge,’ La Prairie ‘Cellular’ and ReVive ‘Intensite’ collections.”
'Deceptive labeling may be industry wide'
According to the plaintiffs; “companies go too far when their marketing materials use scientific-sounding claims about pharmaceutical technologies that purportedly operate on a molecular level to convince consumers to believe that their anti-aging products actually work. The truth is that these products are cosmetics, not drugs.”
This news comes after the firm recently filed similar lawsuits against Avon regarding the company’s Anew line and L’Oreal on its’ Lancome Genifique, Absolue, and Renergie lines.
The firm’s attorneys Roland Tellis and Mark Pifko believe that issues regarding deceptive labeling may be industry-wide, and that many other cosmetics brands are making claims similar to those discussed in the Avon and L’Oreal lawsuits.
Those lawsuits allege that the cosmetic companies purposely misled consumers about their products and profited handsomely as a result of the false claims.
“Our lawsuits assert that the advertisements for skincare brands prey on consumers’ desire to find a safer and more cost-effective alternative to surgery to combat the effects of aging,” Pifko explains.
'Predatory marketing techniques'
In the instance of Avon, the firm alleges that the company used "predatory marketing techniques intended to mislead consumers into believing that the company’s anti-aging products were capable of turning back time and offering at-home results to consumers that would usually require a dermatologist."
Last year, the FDA issued a warning alleging that the cosmetics company was making claims about some of their products that would classify them as drugs under its' regulations.
In the advertising materials associated with the Anew anti-aging line, the company promises superior results when compared to other, similar products.
Avon was not available for comment on the case at the time of publishing. However, it has not been the only case highlighted by the FDA, which has recently pulled up several cosmetics companies over claims made about products, including L’Oréal’s Lancome brand .