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Second Avon Anew Class Action Lawsuit Filed
By Sarah Pierce
Avon Products Inc. has been hit with a second class action lawsuit alleging it makes false marketing claims and misleading scientific references about its Anew skin care line, which “do not, and cannot, provide the results promised.”
Plaintiff Jade Barrett alleges in the Avon Anew class action lawsuit that she was tricked into buying the so-called anti-aging beauty products based on deceptive advertising messages guaranteeing a visible reduction in wrinkles and other signs of aging. Avon purports to back up these claims by referencing clinical trials and consumer perception studies, but Avon designs the “tests” in order to support promised results, the class action lawsuit says.
“The only reason a consumer would purchase the Anew products sold by Avon over lower-priced moisturizers, which are readily available, is to obtain the unique results that Avon promises,” Barrett says in the Avon Anew class action lawsuit.
“Avon’s marketing pitch is the same as that of the quintessential snake-oil salesman — Avon dupes consumers with false and misleading promises of results it knows it cannot deliver, and does so with one goal in mind — reaping enormous profits.”
Further propagating the alleged deceptive marketing scheme is the fact that Avon publishes digitally enhanced photos in its ads of celebrity spokeswomen under the guise that they benefited from the anti-aging products.
In addition, “Avon has a short product cycle, releasing new products every few years based upon some new ‘research’ or purported new ingredient. Avon does this in order to…. keep driving sales and profits that would otherwise stagnate once consumers used the products and realized they do not perform as promised,” the Avon Anew class action lawsuit states.
“This scheme is evidenced by the fact that Avon discontinues sales and production of its older products once new products are introduced to the market, despite the fact that the claims made on the discontinued products are seemingly amazing scientific breakthroughs.”
The latest Avon Anew class action lawsuit is seeking to represent a proposed class of all consumers that purchased at least one of the 13 beauty products from Avon’s Anew collection mentioned in the complaint. It is seeking restitution, damages and more for alleged breach of warranty, consumer fraud and unjust enrichment.
A separate Avon Anew class action lawsuit was filed in October 2012 raising the same allegations.
The latest Avon Renew False Advertising Class Action Lawsuit case is Jade Barrett v. Avon Products Inc., Case No. 1:13-cv-00150, U.S. District Court for the Southern District of New York.
Barrett is represented by Carella Byrne Cecchi Olstein Brody & Agnello PC, Grant & Eisenhoffer PA and Gardy & Notis LLP, among others.
Updated January 10th, 2013
All class action and lawsuit news updates are listed in the Lawsuit News section of Top Class Actions
7 thoughts onSecond Avon Anew Class Action Lawsuit Filed
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I bought this stuff off and on for years. Thinking there must have been something wrong with my skin as to why I saw no results. I tried selling Avon for a short time. No one helped me get started as stated when I paid my $10 sign up fee. Avon is a corrupt company. I would like to get involved with a claim please.
I sold Avon for years and used and sold the Anew products
Please contract me
Avon clearly states that if you don’t get the results as promised you get a full refund. I’ve tried the Anew Absolute Even and I see the results.
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.
I purchased Anew products for older women. My skin is the same tone as when I started using it.
I have purchased Anew product for women over age 50 and I have see no visible difference in My over all skins appearance or texture.