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Avon Anew False Advertising Class Action Lawsuit
By Sarah Pierce
Avon cosmetics company has been slapped with a class action lawsuit accusing it of falsely advertising the anti-aging benefits of its Anew skin care line, including Anew Clinical Advanced Wrinkle Corrector, Anew Reversalist Night Renewal Cream, Anew Reversalist Renewal Serum and Anew Clinical Thermafirm Face Lifting Cream products.
Lead plaintiff Lorena Trujillo alleges Avon earned “handsome profits” by misleading consumers into believing Anew anti-aging products can boost collagen production, recreate fresh skin and fortify damaged tissue, offering “at-home answers” to “procedures found in a dermatologist’s office.”
This simply isn’t true, Trujillo says in the class action lawsuit.
“While many beauty companies tend to make seemingly outlandish promises about their products, Avon has crossed the line,” said Trujillo’s attorney, adding that Avon used aggressive, predatory marketing techniques specifically designed to mislead consumers into believing Avon Anew products were capable of turning back the hands of time.
The Avon Anew class action lawsuit follows an FDA warning issued earlier this month stating that these anti-aging products have been misrepresented to consumers. In the warning, the FDA demanded that Avon tone down certain advertising claims about the products, including the suggestion that they can change the structure or function of the body, which would classify them as drugs under FDA regulations. Companies need FDA approval to sell drugs, which can take years of detailed testing, and therefore Avon’s Anew anti-aging products “are not generally recognized among qualified experts as safe and effective,” the FDA said.
According to the Avon Anew class action lawsuit, Avon promised superior results when compared to other, similar anti-aging products, allowing them to charge customers more, thus potentially cheating consumers out of thousands of dollars.
The Avon Anew false advertising class action lawsuit is seeking represent a proposed class of all U.S. consumers who purchased Anew Clinical Advanced Wrinkle Corrector, Anew Reversalist Night Renewal Cream, Anew Reversalist Renewal Serum and Anew Clinical Thermafirm Face Lifting Cream products based on these allegedly misleading advertising claims.
The Avon Anew False Advertising Class Action Lawsuit case is Lorena Trujillo v. Avon Products, Inc., Case No. 12-9084, California Central District Court. Trujillo is represented by the law firm Baron & Budd.
UPDATE: A second Avon Anew class action lawsuit has been filed.
Updated January 10th, 2013
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2 thoughts onAvon Anew False Advertising Class Action Lawsuit
I am an Avon Rep or 30+ Years, Avon Business is falsified more and more. My newset issue is a Live Shopping Promo Code. I qualified for it, it showed up in my order cart at the time I placed my order. I never received it which they claim was a glitch on their part, however they refuse to compensate me for my Promo Offer or my shipping cost. I would have not placed an order if I was not going to receive this special Promo Offer. I have several vague emails from them basically stating nothing can be done for compensation. What is happening to this business? Thank you for your time in reviewing.
It is not just Avon, but all of the skin care companies. I have been a Cosmetologist since 1976, and these same claims of repair reverse, anti-sagging skin and prevention have been claimed by all product lines. However today the advertising saturation is more like a mind virus and we all get hypnotized into believing what we want to become and then buy it.