Lornamead To Settle With FTC Over Deceptive Lice-Prevention Claims

Firm lacks scientific evidence for the claim that its Lice Shield shampoo and spray products reduce risk of lice infestation by more than 80%, among other statements made in advertisements and on product labeling. Under the terms of a proposed settlement, Lornamead will pay $500,000 to FTC and refrain from using unsupported claims or misrepresenting tests, studies or research in the context of product marketing.

Personal-care company Lornamead, Inc. will pay $500,000 to the Federal Trade Commission and refrain from making unsubstantiated claims that its Lice Shield products repel lice or prevent infestations under a proposed settlement with the agency.

According to a June 2 Federal Register notice, the proposed consent agreement concerns advertising claims for Lornamead’s Lice Shield Shampoo & Conditioner in 1, Leave In Spray and Gear Guard, which FTC alleges violate federal trade law.

Claims at issue include:

• “The Best Way to Treat Lice? Avoid Getting Them!”
• “Don’t Get Lice, Get Lice Shield. Avoiding Is Better Than Treating.”
• “Scientific studies have shown that the use of Lice Shield Shampoo & Conditioner in 1 and Lice Shield Leave In Spray decreases the chance of lice infestation by over 80%.”
• “Dramatically reducing a child’s chance of catching lice during an outbreak.”
• “School lice outbreaks are a fact of life, but now you can help reduce the risk of infestation.”

The statements were made in online and print ads, as well as on product labeling, and incorporated imagery including a child dressed in knight’s helmet, wielding a shield and sword while cartoon lice bounce off the helmet.

Formulated with a proprietary blend of citronella, rosemary and other essential oils, Lornamead positions its products as safe, pesticide-free options for deterring lice and preventing pediculosis (Also see "Marketing In Brief" - HBW Insight, 14 Jun, 2010.).

FTC contends in its draft complaint that “in truth and in fact, [Lornamead] did not possess and rely upon a reasonable basis that substantiated the representations” and “scientific tests do not prove that, when used as directed, Lice Shield products significantly reduce the likelihood or chance of a head lice infestation.”

Therefore, the firm’s claims and business practices constitute false advertisements and deceptive acts, according to the commission.

“As any parent knows, an outbreak of lice can wreak havoc,” says Jessica Rich, director of FTC’s Bureau of Consumer Protection, in a May 28 release. “When marketers say their products can be used to avoid these pests, they’d better make sure they can back up their claims.”

Clinical Study Required, FTC Says

Under the terms of the consent agreement, Lornamead is prohibited from claiming that any cosmetic or drug product it markets is effective at preventing or reducing risk of lice infestations without the support of competent and reliable scientific evidence.

FTC defines the required evidence as “at least one adequate and well-controlled human clinical study … that conforms to an acceptable design and protocol and whose results, when considered in light of the entire body of relevant and reliable scientific evidence, are sufficient to substantiate that the representation is true.”

The consent order also bars the company from misrepresenting any tests, studies or research in the context of product marketing.

The proposed consent order is subject to final approval. Public comments are being accepted through June 27.

Lornamead, which also markets mainstream hair-care brands Finesse and Aqua Net, LypSyl lip care, Natural White teeth whitening and Yardley luxury bath products, was acquired by Hong Kong-based Li & Fung Limited in January 2013 for roughly $190 million (Also see "In Brief" - HBW Insight, 21 Jan, 2013.).

Lice Shield products are sold in CVS, Safeway, Walgreens and Walmart locations, among other mass retail doors. The brand’s 10-oz. shampoo/conditioner and 5-oz. leave-in spray are priced at $10.99 each at Walgreens.com.

Fairy Tales Hair Care also markets natural lice prevention under its Rosemary Repel line of hair-care products. The brand’s shampoo ($12.95 for 12 oz.) is formulated with organic rosemary, citronella, tea tree, lavender and other essential oils to “cleanse, moisturize and keep bugs away,” according to the company’s website. Fairy Tales Hair Care claims the product is clinically proven to be 95% effective when used along with Rosemary Repel Conditioning Spray ($12.95 for 8 oz.).

Circle of Friends offers Lice Defense shampoo, leave-in conditioner, styling gel and hairspray under its namesake brand, priced at $14.40 to $16.40. The brand cites tea tree, andiroba and lavender oils as the key ingredients “that keep lice away safely and naturally.” Products are available through salons, specialty beauty stores and online retailers, as well as Circle of Friends’ e-commerce portal.