Natural Hints, ‘Free Of’ Claims Risky For Hair Relaxers; Ask L’Oreal
This article was originally published in The Rose Sheet
L’Oreal failed in March to dismiss the majority of plaintiff claims in a putative class action alleging that the Soft-Sheen Carson Amla Legend hair relaxer is deceptively labeled and marketed, putting consumers at risk. According to plaintiffs’ latest amended complaint, the brand’s amla oil and “no lye” claims prepare users for a relatively gentle hair-smoothing experience, which has not been the case for many.
You may also be interested in...
Gordon & Rees partner Peter Siachos for L’Oreal says the firm was “relentless” in its defense against a consolidated class action in New York’s Southern District concerning the SoftSheen Carson Amla Legend hair relaxer. Plaintiffs alleged the product is unreasonably dangerous and, at the same time, deceptively marketed as a gentler option than competing, lye-based offerings.
Rose Sheet's coverage of consumer litigation targeting personal-care companies for deceptive claims, among other alleged violations, yielded some of its most-read stories in 2017, based on online analytics. Trends are likely to carry over and, in some cases, pick up steam in 2018.
Putative class actions against L’Oreal alleging that a Soft Sheen-Carson hair relaxer causes hair loss and scalp irritation have been consolidated in New York’s Southern District. Similar to complaints targeting WEN in recent years, the L’Oreal suits cite “an inherent design and/or manufacturing defect,” but L’Oreal says it provides ample warning of risks on product packaging and the category represents known hazards.