Dial Magnetic Body Wash Class Action Lawsuit

A federal class action lawsuit claims Dial pushes its sexy “Dial for Men Magnetic Attraction Enhancing Body Wash” with bogus claims that it contains pheromones that attract women. It is seeking at least $5 million in damages for the alleged false advertising.

According to the Dial Magnetic Body Wash class action lawsuit, Dial makes a number of false and deceptive advertising claims that its Dial for Men Magnetic body wash makes women “more sexually receptive to men.” This includes claiming the product contains the pheromone androstadienone, which is a naturally occurring pheromone in human body sweat.

“Defendants products’ web site represents, via an animated singing molecule, that after a woman senses a man’s pheromones with her vomeronasal organ, she responds by releasing catecholamine, which triggers dopamine release, making her more sexually receptive to men,” the Dial Magnetic Body Wash class action lawsuit states.

“Defendants’ representations about androstadienone are, in fact, false, deceptive and misleading because, among other reasons, human beings do not possess a functioning vomeronasal organ.

“Further, the few studies about androstadienone that resulted in an effect on female attraction were small, poorly designed, and used concentrations of the ingredient as much as a million times higher than what occurs naturally,” the class action lawsuit states.

The Dial Magnetic Body Wash class action lawsuit is brought on behalf of all persons in the United States who purchased a Dial for Men Magnetic Attraction Enhancing Body Wash product from the product’s release date (believed to be sometime in 2009) to the present for personal or household use, and not for resale or distribution purposes.

The complaint is seeking $5 million in damages and a Court order requiring Dial to engage in a corrective advertising campaign to inform the public concerning “the true nature” of the products.

A copy of the Dial Magnetic Body Wash False Advertising Class Action Lawsuit can be read here.

The case is Frank Ortega v. The Dial Corporation, et al., Case No. 12-cv-0361, U.S. District Court, Southern District of California.