Consumers sue L’Oreal over alleged misleading product claims


A group of determined consumers in the USA have filed a lawsuit against cosmetic and beauty giant L’Oreal regarding alleged misleading claims advertised by a product in the Advanced hair care range.

The consumer group, led by representative Vivian Lee, says, there is “no way” that the $9 (nine dollar) product: Total Repair 5 Damage Erasing Balm, can possibly achieve the claims it lays out in the marketing of the products achievements.

The group of consumers refute the claims based on the ingredients list, stating that the product does not “repair up to one year of damage in one use”.

A L’Oréal Paris USA website, displays information about the product, which openly claims that the balm:  “instantly repairs the five signs of damage: split ends, weakness, roughness, dullness and dehydration”.

The same claim is made across the product lines marketing messages, over several different media platforms.

The lawsuit claimants allege that the marketing claims are “false, misleading and reasonably likely to deceive the public”. Spokesperson Vivian Lee says that the product does not contain any ingredients or technology that could repair a year’s worth of hair damage after just one use.

Total Repair 5 Damage Erasing Balm contains ingredients such as conditioning agents behentrimonium chloride, amodimethicone and hydroxypropyl guar. The lawsuit claims that none of these target and repair keratin proteins.

The lawsuit claimants also allege that these ingredients are included in rival products that do not make such far fetched claims and are marketed at a significantly lower price point.

The suit accuses L’Oréal of breaking New York’s general business law, negligent misrepresentation, breach of express warranty and unjust enrichment. The case continues.

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