Aveeno Faces Class Actions Over “Naturals” Claims
This article was originally published in The Rose Sheet
Johnson & Johnson’s Aveeno brand is the focus of two pending class-action suits filed in Connecticut and New York that call into question claims for the brand’s Natural Protection sunscreens and Active Naturals personal-care line, respectively. Both complaints allege the brand liberally uses the term “natural” for its products when they contain a number of synthetic ingredients.
You may also be interested in...
Mayer Brown attorney Dale Giali discusses the "natural" litigation landscape, where litigants increasingly are sparring over the appropriateness of stays in light of FDA's comment-gathering initiative launched in 2015.
The firm failed in motions to dismiss plaintiff claims and block class certification in a suit alleging that Aveeno Active Naturals products are falsely advertised because they contain synthetic ingredients. Meanwhile, class certification was granted recently in a separate case concerning Aveeno Baby "natural" claims, which could portend another settlement to come.
Johnson & Johnson wins a reported bidding war for Vogue International, picking up the popular OGX brand and other "salon-heritage" hair-care lines with natural overtones. The move is consistent with the firm's stated intention to grow its consumer business in part through targeted M&A.