Attorneys File False Advertising Lawsuit Against L’Oreal

L’Oreal is the latest company to be targeted in a lawsuit filed by lawyers claiming that it engaged in false advertising. The suit alleges L’Oreal’s advertisements did not accurately depict their claims and may have misled consumers into thinking they were using natural ingredients, when they are not.

The “misleading advertisements 2019” are a lawsuit filed by attorneys against L’Oreal. The lawsuit claims that the company’s ads mislead consumers about their products and services.

Attorneys File False Advertising Lawsuit Against L'Oreal

While many of us are skeptical of advertising slogans, we do have faith that the items we purchase contain the chemicals mentioned on the label.

L’Oreal and Matrix have been sued by for a variety of hair products that do not seem to contain the protein keratin.

At least, that’s how we used to do it.

Last week, filed a false advertising action against L’Oreal USA and Matrix Essentials over an assortment of hair treatments that do not seem to include the protein keratin, in the latest incidence of a corporation purportedly marketing components and advantages its products do not supply or possess.

Brandi Price of New York and Christine Chadwick of California are the plaintiffs in this class action case.

Check out the Complaint

The following are the goods mentioned in the complaint:

  • Keratindose Pro-Keratin + Silk Shampoo by Matrix Biolage
  • Silk Conditioner + Pro-Keratin
  • Spray for Pro-Keratin Renewal

“Consumers are fed up with not receiving what they pay for,” said Jonathan B. Cohen, an attorney. “If a corporation utilizes a valued hair care component on a label or in the name of a product, it better be in the product or customers will hold the company responsible.”


False and Deceptive Advertising is alleged in the complaint.

The following are excerpts from the 39-page lawsuit, which was filed in the Southern District of New York on January 26, 2017:

Through a consistent, countrywide marketing effort… Defendants have misled customers into believing that their Keratindose Products contain keratin and would provide the consumer with the advertised advantages of keratin.

In truth, the Keratindose Products do not contain any keratin and are thus unable to provide the user with the promised keratin advantages.

The items’ labels are “false, deceptive, and misleading,” according to the lawsuit, “in violation of the Federal Food, Drug, and Cosmetics Act and its corresponding state acts, as well as almost every state warranty, consumer protection, and product labeling law across the United States.”

The plaintiffs are seeking damages as well as an order for the defendants to cease and desist from participating in the misleading advertising described in the complaint, as well as any other remedies the Court deems fair and reasonable.

Keratin’s Healing Powers are emphasized on labels and slogans.


In the hair products in issue, L’Oreal and Matrix frequently emphasize the healing qualities of keratin, according to the complaint. The following words were taken from the product labels and marketing efforts, according to the complaint:

  • “Pro-Keratin + Silk” is a combination of pro-keratin and silk.
  • “Pro-Keratin Renewal Spray” is a product that helps with keratin renewal.
  • “Matrix’s keratin treatment for damaged hair, formulated with Pro-Keratin and Silk, offers targeted strengthening for over-processed, weak, or brittle hair.”
  • “Prevent[s] damage” is a phrase that means “prevent[s] harm.”
  • “Restores hair that has been overprocessed”
  • “Overprocessed Hair Shampoo”
  • “Overprocessed Hair Conditioner”
  • When using the “system of Keratindose Shampoo, Conditioner, and Pro-Keratin Renewal Spray compared. a non-conditioning shampoo,” hair is “90 percent better conditioned after one application.”

The plaintiffs hired a subject-matter expert to examine the items in issue, and “the expert certified that the Products do not contain keratin,” according to the lawsuit.

The goods do not include keratin, according to the specialist.

Many people are reminded of the cases against Johnson & Johnson, which were resolved for $5 million after J&J claimed that their Baby Bedtime Powder was “scientifically proven” to help newborns go asleep quicker.


Or consider the recent flurry of aloe vera lawsuits brought against many producers and merchants of aloe vera gels and other products that purportedly do not contain any aloe vera, much alone the claimed 100 percent.

Mr. Cohen said, “For decades, the beauty business has preyed upon customers’ preoccupation with self-improvement, marketing products that do not contain promised components and cannot work as represented.” “Companies must face consequences for seeking to acquire a competitive advantage via false product labeling.”

Ensure that the beauty industry is held accountable

You may be eligible to compensation if you bought a hair product that purported to include keratin. Please call us right away for a free, no-obligation consultation to learn more about your legal options and seek justice.

Our lawyers have helped our clients win more than $5 billion in settlements. We will fight for you and make corporations responsible for their actions.

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L’Oreal is the subject of a lawsuit filed by attorneys in California. The suit alleges that L’Oreal misled consumers with its advertising, claiming their products are “clinically proven.” Reference: l oreal misleading.

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