Feb. 19 US: US Law Firm Investigates Cosmetic Brands for Using False and Misleading Anti-aging Claims

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The national plaintiffs’ law firm of Baron and Budd is investigating potential class action lawsuits against various luxury retail cosmetic brands for using false and misleading statements in connection with the advertising of their anti-aging products. After recently filing similar lawsuits against AVON regarding the company’s Anew line of anti-aging products and L’Oreal regarding the company’s Lancome Genifique, Absolue, and Renergie lines, the firm is now looking into the advertising claims made by Estée Lauder, Clinique, La Prairie, Dr. Perricone, ReVive, Naturabisse, Lancome, Clarins, Shiseido and Dr. Gross brands.

Baron and Budd attorneys Roland Tellis and Mark Pifko believe that these issues may be industry-wide, and that many other cosmetics brands are making claims similar to those discussed in the AVON and L’Oreal lawsuits. Other major anti-aging lines include the popular Estée Lauder “Repairwear,” Clinique “Youth Surge,” La Prairie “Cellular” and ReVive “Intensite” collections. The AVON and L’Oreal lawsuits allege that these companies purposely misled consumers about their products and profited handsomely as a result of the false claims.

“Our lawsuits assert that the advertisements for skincare brands prey on consumers’ desire to find a safer and more cost-effective alternative to surgery to combat the effects of aging,” said attorney Mark Pifko of Baron and Budd’s California office.

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