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California Suit Challenges Unilever On Naturalness Of TRESemme Line

 
• By Ryan Nelson

“Shampoo trees” and “conditioner streams” indeed may not exist, but consumers still have expectations for cosmetic products marketed as natural. In an April 9 decision, the U.S. District Court for the Eastern District of California largely rejects Unilever’s motion to dismiss a consumer suit alleging that its labeling and marketing for TRESemme Naturals is fraudulent and potentially misleading.

Unilever PLC’s argument that reasonable consumers know cosmetics are manufactured and therefore not completely natural – that there are neither “shampoo trees” nor “conditioner streams” – failed to convince a California district court judge, who has denied the bulk of the firm’s motion to dismiss a consumer suit alleging deception.

The case, which seeks class-action certification, centers on labeling and marketing for Unilever’s TRESemme Naturals line, consisting of shampoo and

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