Santa Clara, CA: The maker of Purex Natural Elements laundry products is facing a consumer fraud class action lawsuit alleging it deceptively markets its laundry detergents.
Filed by plaintiff Tony Luib, the suit claims that Henkel Consumer Goods Inc., makes false, deceptive and misleading claims about the Purex Natural Elements laundry products, because the products contain synthetic, artificial, highly processed or other non-natural ingredients.
The products named in the complaint include Purex Natural Elements Laundry Detergent Linen & Lilies Scent, Purex Natural Elements Laundry Detergent Lilac & White Lavender Scent, Purex Natural Elements Laundry Detergent Tropical Splash Scent, and other Purex products with similar “Natural” labels.
Luib asserts he paid a premium for the Purex products, believing from the advertising that they contained natural products. According to the Purex class action lawsuit, “Perceiving natural products to be safer and more environmentally friendly, consumers purchase them to promote good health, sustain the environment, and to avoid the known and unknown dangers associated with synthetic ingredients.”
However, Luib states that had he been aware that the advertising was misleading and that Henkel was attempting to capitalize on consumers’ preference for natural products by marketing its laundry detergents as containing “Natural Elements” he would not have purchased the Purex products, nor would he have paid a premium price for the products.
According to the complaint, information on the Purex website, suggests the Natural Elements laundry detergents are made with natural plant-based ingredients, yet many of the ingredients contained in the Purex natural laundry detergents are artificial and synthetic. The suit states some of the synthetic ingredients included in the Purex Natural Elements laundry detergents include sodium polyacrylate, disodium distryrylbiphenyl disulfonate, lilial, methylisothiazolinone, hexylcinnamaldehyde and benzyl benzoate.
While Luib acknowledges that the synthetic ingredients are identified on the back of the products’ packaging, he claims that a reasonable consumer is not expected to “scour the ingredients list on the back of the Products in order to confirm or debunk Defendant’s prominent front-of-the-product claims, representations, and warranties that the Products contain ‘Natural Elements.’”
Luib seeks to represent a class of consumers who purchased the Natural Elements products in the United States. He also seeks to represent a New York subclass.
Luib is represented by Michael R. Reese and George V. Granade of Reese LLP, Jason P. Sultzer of The Sultzer Law Group PC, and Melissa Wolchansky and Amy Boyle of Halunen Law.
The Purex Natural Laundry Detergent Class Action Lawsuit is Tony Luib v. Henkel Consumer Goods Inc., Case No. 1:17-cv-03021-BMC, in the U.S. District Court for the Eastern District of New York.
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This laundry detergent is all I have bought for years. Please let me know what is going on.
Posted by Jodi C
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I used this laundry soap until it irritated my children’s skin.
Posted by MELISSA N
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After some searching on the web I found the link to file a claim that actually works. The link to file a claim is listed below.. You must copy and paste the link into your browser. Thank you!
https://laundrydetergentsettlement.com/Home/SubmitClaim
Posted by Anna Cook
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I bought this product because my granddaughter has allergies and asthma but likes scented clothing. Please add us.
Posted by courtney erickson
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I was buying this stuff because I have rosacea and was told to use more natural products.If I had known this was just more chemical filled crap,I would have stopped buying it a long time ago!
Posted by David Hamilton
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Is this how you get added to the class action lawsuit? If so, please add my name to the list. My family has used this produce frequent. If not, please provide either the guidance, direction or the actual form and the process for submission.
V/r
David
Posted by Sandy Geske
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I have been a big user of Purex for years. Please add me to this class action suit.
Posted by michael macdonald
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I would like to be add to your lawsiut
Posted by GWEN
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I bought it to avoid allergies and itching for the natural ingredients. Please add me
Posted by Robin Morrow
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I purchase this weekly. I too thought it was all Natural ingredients.
Please add me to the list.
Posted by Donna white
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I also bought this product for its (all natural ingredients). It made me itch and break out. My nerves were shot trying to figure out what was causing this. Needless to say I didn't believe it was this product so it took me longer to figure out. Please add me.
Posted by Pearlie Murray
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Please enter my daughters Adela Lopez and Porsche Ames. They used the product because it alleged no harmful allergens. My grandchildren have sever allergic reactions to substances and their parents, whose names are mentioned in this complaint, purchased and used this detergent for safe use. However, it aggravated their situations with a worse skin outbreak.
Posted by KATHY CUNNINGHAM
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Pls add me to your suit.. I was only drawn in to buy this product due to the "natural elements" labelling.
Posted by CHARLES ATWELL
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i ve had skin iratation o several occasions not noing that it was the purex i was using i thouht it was all natural
Posted by Icephine Rollins
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I use this because it is suppose to be made from Natural ingredients! Please add me to your class action lawsuit.
Posted by connie mason
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I used this until it irritated my skin.
Posted by Randy Fraley
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Hi, I have purchased this product 4 times until we started getting rashes,in private areas. I missed a day of work, that was a$200 loss. PLEASE ADD ME TO YOUR LAWSUIT! RANDY W FRALEY THANK YOU!
Posted by SANDRA FITZGERALD
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I have used this for months and all it did would give us a rash. I guess we consumers should be scientists and learn to read the fine print. Will not be buying no more
Posted by judi wright
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this was crap caused me to break out
Posted by Deirdra Gammon
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I still buy this almost every week until today. Please add me to this class action lawsuit, I live way out in the country and my water comes from a spring, I can't afford for it to be poisoned from lying fatcats.
Posted by john h.
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please add me in the class action i have bought this product numerous times but no more
Posted by patricia stulov
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add me to this class action lawsuit..i purchase this detergent all the time..unbelieveable!!!!
thank you
Posted by RAY HUNDLEY
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PLEASE ENTER MY NAME AS A PLAINTIFF IN THE CLASS ACTION LAWSUIT. I HAVE PURCHASED THIS PRODUCT MANY TIMES.
Posted by Kathryn Kinzer
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Holw may I file a claim in this action?
Posted by Debra H.
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Would you please add me to your class action lawsuit? Thank you
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