Los Angeles, CA: A consumer fraud class action lawsuit has been filed against the maker of TRESemme Naturals, Unilever USA Inc, alleging the company engages in false advertising for its TRESemme brand hair products, specifically, around the use of the term "natural."
Filed by Plaintiff Lainie Cohen, the lawsuit, entitled Lainie Cohen v. Unilever United States Inc., Case No. 2:13-cv-05612, in the US District Court for the District of New Jersey, claims the labels on the "TRESemme Naturals" shampoos and conditioners advertise the products as being natural. Cohen also alleges that the labels contain the image of a green leaf. Because of these claims, Cohen claims, she paid more for the TRESemme "natural" products than she would have for other, similar products of the same brand that did not include the term "natural" on the label.
In the class action, Cohen also lists Naturals Nourishing Moisture Shampoo, Naturals Nourishing Moisture Conditioner, Naturals Radiant Volume Conditioner and Naturals Vibrantly Smooth Shampoo. She alleges Unilever's "representation is false and misleading to a reasonable consumer because contrary to a customer's reasonable expectations, the products contain numerous synthetic ingredients, including ingredients that release formaldehyde or have a high risk of contamination by dioxane."
"Consumers have become increasingly concerned about the effects of synthetic and chemical ingredients in food, cleaning, bath and beauty, and everyday household products," the class action lawsuit states. "Companies such as Unilever have capitalized on consumer appetite for 'natural products.' Indeed, consumers are willing to pay, and have paid, a premium for products branded 'natural' over ordinary products that contain synthetic ingredients."
Cohen is represented by Joseph J. DePalma and Katrina Carroll of Lite DePalma Greenberg LLC and Robert A. Izard, Jeffrey S. Nobel and Nicole A. Veno of Izard Nobel LLP.
