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Avon anti-aging claims attract US lawsuit

By Andrew MCDOUGALL , 29-Oct-2012

Avon has found itself in hot water once again after a US law firm filed a class action lawsuit against the beauty behemoth over claims made about its anti-aging products; which have been deemed ‘misleading’.

Previously, Cosmetics Design reported that the US Food Drug Administration had taken umbrage with Avon over its Anew skin care line, which was making marketing claims which would render them as drugs  under the Cosmetics Act.

Now, national law firm Baron and Budd filed have gone one step further and filed the lawsuit against Avon Products for misrepresenting these products to consumers.

The lawsuit addresses the advertising surrounding Avon’s Anew line of products, including its Clinical Advanced Wrinkle Corrector, Reversalist Night Renewal Cream, Reversalist Renewal Serum and Clinical Thermafirm Face Lifting Cream products.

First of its kind

Attorneys Roland Tellis and Mark Pifko represent the plaintiffs in the case; which is believed to be the first lawsuit filed against Avon regarding the deceptive advertising of these products.

“While many beauty companies tend to make seemingly outlandish promises about their products, Avon has crossed the line,” said attorney Mark Pifko.

“Avon used aggressive, predatory marketing techniques specifically designed to mislead consumers into believing that the Avon anti-aging products offered ‘at-home answers’ to ‘procedures found in a dermatologist’s office,’ and were capable of turning back the time. That’s simply not the case.”

In the advertising materials associated with the Anew anti-aging line, the company promises superior results when compared to other, similar products.

Other FDA cases

According to Los Angeles-based Baron and Budd, Avon utilizes these false claims to charge consumers more money for their products.

Avon was not available for comment on the case at the time of publishing.

Earlier this month, the FDA issued a warning to Avon, stating that its Anew anti-aging products made misleading claims and asked the beauty firm to tone this down.

It is not 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 .

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