False Promises: Behind the Deceptive Advertising of Retail Skincare

February 11, 2013  |  Class Actions

Deceptive Advertising of Retail SkincareIn the world of luxury skincare products, cosmetic companies compete in an ongoing battle over which cream offers the latest in skincare technology. These products claim to boost collagen, resurface rough spots, erase wrinkles and lift those saggy necks. As you stroll through your local department store, you will often hear phrases like “Botox in a bottle,” and “10 years younger in just five weeks” being shouted across the aisles from opposing salespeople. 

As a law firm interested in protecting what’s right, it is our goal to look out for consumers and put a stop to any company that takes advantage of its customers through predatory actions. In the cosmetic world, competition among major brands has led companies to grossly exaggerate the results of their products. Lately, these skincare brands have gone far beyond what is appropriate and have begun promising pharmaceutical results from their over-the-counter products — results that these products simply cannot deliver. 

Indeed, last year the Federal Drug Administration (FDA) issued a warning to AVON stating that the cosmetic company was making claims about their Anew products that would classify the products as drugs under FDA regulations. Baron and Budd’s ongoing lawsuit against AVON alleges that the company used predatory advertising techniques to mislead consumers into believing that the company’s anti-aging products could give them at-home results that consumers would typically receive only from a dermatologist.

Baron and Budd attorneys Roland Tellis and Mark Pifko believe that a slew of skincare companies are guilty of using similar false and misleading statements, just  as AVON did, in the advertising of their anti-aging products. Their legal papers assert that these advertisements take advantage of consumers’ desire to find less evasive and more cost-effective alternatives to cosmetic surgery. As a result, these companies are making huge profits by deceiving their customers into buying products that claim to produce pharmaceutical results that they simply cannot produce — especially without the rigorous safety and performance testing process that pharmaceutical products must undergo.

Tellis and Pifko recently filed deceptive advertising suits against AVON regarding the company’s advertising of its Anew line of anti-aging products, and against L’OREAL regarding the advertising of its Lancôme Genifique, Absolue and Renergie lines.  Now, they are investigating the advertising claims of similar brands, including Estée Lauder, Clinique, Clarins, La Prairie, Dr. Perricone, ReVive, Naturabisse, Shiseido and Dr. Gross. 

The national plaintiff’s law firm of Baron and Budd is dedicated to protecting people’s rights when threatened by corporate misconduct. The firm believes that consumers should be able to shop freely and choose products that are right for them based on honest and realistic product labeling and advertisements. If you have purchased products from these brands and feel that they failed to deliver the results that they promised, feel free to contact us to learn about your options.

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