L’Oreal’s Gunslinging Counsel On Killing Amla Hair-Relaxer Class Action: ‘We Shot Every Bullet’
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.
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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.