Johnson & Johnson and Hain Celestial brands are among those whose natural personal-care claims have resulted in costly lawsuits in the U.S., while other leading natural players have been more successful in avoiding litigation. Abstaining from absolute natural assertions, defining the parameters of natural claims in the context of marketing materials and certifying offerings to private natural standards are tactics that may help, though ultimately there are no guarantees in this largely unregulated landscape at present.
There may be no surefire way to market natural personal care without risk of being sued in the U.S., but some approaches certainly seem to be safer than others.
The Honest Company is the latest target of a consumer suit alleging deceptive "natural" claims for personal-care products, which seeks class-action certification. According to the complaint filed Sept
After National Advertising Division attorneys, in a review prompted by a challenge by Band-Aid line marketer Kenvue, recommended ASO LLV cease use of its “up to 2x faster healing” claim, they determined the firm had not fully complied.
In complaint and response to motion to dismiss, Rebecca Kelly Slaughter’s and Alvaro Bedoya’s attorneys elaborate on Supreme Court ‘s 1935 decision, Humphrey’s Executor v. US. Administration attorneys, though, contend the ruling isn’t relevant to the current FTC.
British company Unilever PLC expands its Clear anti-dandruff collection with a five-product range that targets scalp concerns including oiliness, dandruff and sensitivity.
