US Law Firm Investigates Cosmetic Brands for False & Misleading Anti Aging ads

As a hand made manufacturer of skin care products, we are very careful to ensure our compliance with FDA regulations regarding claims and labeling.  Yet all around us our society is consistently bombarded with big dollar claims of products to make us look younger.

I found this article interesting, and thought you might as well.  We don't know if anything will come of the litigation, but it is interesting that there seems to be enough of a reason to file one...


LOS ANGELES -- The national plaintiffs' law firm of Baron and Budd is investigating potential class action lawsuits against various luxury retail cosmetic brands for using false and misleading statements in connection with the advertising of their anti-aging products. 

After recently filing similar lawsuits against AVON regarding the company's Anew line of anti-aging products and L'Oreal regarding the company's Lancome Genifique, Absolue, and Renergie lines, the firm is now looking into the advertising claims made by Estée Lauder, Clinique, La Prairie, Dr. Perricone, ReVive, Naturabisse, Lancome, Clarins, Shiseido and Dr. Gross brands.

Baron and Budd attorneys Roland Tellis and Mark Pifko believe that these issues may be industry-wide, and that many other cosmetics brands are making claims similar to those discussed in the AVON and L'Oreal lawsuits. Other major anti-aging lines include the popular Estée Lauder "Repairwear," Clinique "Youth Surge," La Prairie "Cellular" and ReVive "Intensite" collections. The AVON and L'Oreal lawsuits allege that these 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," said attorney Mark Pifko of Baron and Budd's California office. "But, 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."

Tellis and Pifko are co-lead counsel in the lawsuit against AVON regarding deceptive labeling of the company's Anew anti-aging products. Last year, the FDA issued a warning claiming that the cosmetics company was making claims about some of their products that would classify the products as drugs under FDA regulations. The lawsuit alleges that AVON 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 consumer that would usually require a dermatologist.

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