Blood In The Water? L’Oreal Hit With New Keratin Fraud Complaint As Matrix Suit Advances
L’Oreal USA is in Phase II expert discovery in a certified class action alleging that the absence of keratin in its Matrix Biolage Keratindose hair-care line misleads consumers. Now the firm faces similar allegations, also in New York’s Southern District, about a L’Oreal Paris Keratin Caring range.
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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.
Following a complaint filed in late January, L’Oreal will be defending labeling and advertising for Matrix Biolage Keratindose hair-care line in New York’s Southern District, the same court where claims and safety for a Soft Sheen-Carson hair relaxer are being challenged in a separate class action. Plaintiffs in the Keratindose suit allege the line is deceptively marketed because formulas contain no actual keratin.
During ELC’s third-quarter earnings call, leadership cited China, Australia and Israel as markets where store re-openings and a return to normal living are driving social and professional occasions for resumed makeup use. The firm’s Q3 net sales increased 16%, reported, to approximately $3.86bn.