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Giorgio Armani Virtual Try-It-On Class Action Lawsuit Overview:
- Who: Tricia Lipscomb filed a class action lawsuit against Giorgio Armani Corporation.
- Why: Lipscomb claims Giorgio Armani unlawfully collects and stores the biometric data of consumers who use its virtual “Try-It-On” feature.
- Where: The lawsuit was filed in Illinois federal court.
Giorgio Armani Corporation unlawfully collects the biometric data of consumers using its website’s virtual “Try-it-On” feature, a new class action lawsuit alleges.
Plaintiff Tricia Lipscomb claims consumers who use the feature to virtually try on cosmetics are not informed by Giorgio Armani that the company is collecting their biometric data. She says Giorgio Armani encourages consumers to virtually try on products by either uploading a photo of their face or turning on their camera to get a live shot.
In addition to the Try-it-On feature on its website, Giorgio Armani also allows customers in its retail locations to digitally try on cosmetics by using a webcam in its stores, according to the class action lawsuit.
Lipscomb claims Giorgio Armani’s Try-it-On software is able to digitally apply cosmetics to a consumer’s face by using facial detection technology.
“Defendant’s Try-it-On feature and technology uses an algorithm that scans the face in each photo and video to detect facial features or landmarks and calculates a unique digital map of the face (i.e., a face template) based on geometric attributes such as the distance between various facial features,” the lawsuit states.
Giorgio Armani Violating Illinois’ Biometric Information Privacy Act
In doing so, Lipscomb claims Giorgio Armani violates the Illinois Biometric Information Privacy Act (BIPA) by collecting biometric data without acquiring the necessary consent.
Lipscomb argues that, in accordance with BIPA regulations, Giorgio Armani would need to inform consumers that it was collecting their biometric information and how it was going to be retained.
“Defendant is depriving consumers of any meaningful opportunity to make an informed decision about the collection and use of their own biometrics in direct violation of BIPA,” the class action lawsuit states.
Lipscomb wants to represent an Illinois class of consumers who have used Giorgio Armani’s virtual Try-it-On feature since Feb. 9, 2017.
Lipscomb is demanding a jury trial and requesting injunctive relief along with statutory damages for herself and all class members.
Last year, Amazon was accused of unlawfully collecting and storing the biometric data of consumers who virtually tried on products using its virtual Try-On feature.
Have you virtually tried on Giorgio Armani cosmetic products? Let us know in the comments!
The plaintiffs are represented by Brendan Donelon and Daniel W. Craig of Donelon, P.C. and Thomas M. Ryan of the Law Office of Thomas M. Ryan, P.C.
The Giorgio Armani Virtual Try-It-On Class Action Lawsuit is Lipscomb v. Giorgio Armani Corporation, Case No. 1:22-cv-01039, in the U.S. District Court for the Central District of Illinois.
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