1. HBW Insight
  2. >>Beauty
  3. >>Business
  4. >>Marketing & Advertising

‘Hypoallergenic’ Class Actions Bubbling Up: The New ‘Natural’ Scourge?

 
• By Ryan Nelson

There are similarities between trending “hypoallergenic” class actions and “natural” litigation that for years has been the bane of many leading brands and a cash cow for plaintiffs.

Numerous “natural” class-action settlements in recent years have shown that regulatory voids enable plaintiffs to sue brands successfully for ill-defined product claims on the basis of unmet expectations, however fanciful or idiosyncratic those expectations may seem to defendants.

Such litigation often hinges on a “reasonable consumer” test to gauge a marketing claim’s capacity for deception, a calculus that...

Read the full article – start your free trial today!

Join thousands of industry professionals who rely on HBW Insight for daily insights

  • Start your 7-day free trial
  • Explore trusted news, analysis, and insights
  • Access comprehensive global coverage
  • Enjoy instant access – no credit card required
Start Free Trial

Already a subscriber?

More from Marketing & Advertising

Dr. Squatch Discontinues TikTok Affiliate Ads After P&G Challenges Sufficiency Of Disclosures - NAD

 
• By Eileen Francis

Dr. Squatch men’s personal care brand discontinued ads as part of its TikTok Shop Affiliate program that competitor P&G argued did not reflect the prizes and awards it provided affiliates, according to NAD.

Scope Launches Eyelid-Friendly Eye Cream In The UK

 
• By David Ridley

Eyelids have the "thinnest, most sensitive skin on the body" and are "highly prone to dehydration," which is why Scope has launched new Optase Life Sensitive Eye Daily Renewal Cream.

Green Guides Update, FTC Enforcement In ‘Deregulatory’ Environment – BBB National Programs’ Engle During IBA Conference

 
• By Eileen Francis

The FTC’s Green Guides proposed update was expected by the end of the Biden Administration and there’s no indication it will be unveiled soon, says Mary Engle, BBB National Programs Exec VP, Policy. She also discussed the importance of industry self-regulation of artificial intelligence.

‘Made In The USA’ Claims May Be Popular In Time Of Tariffs, But Mistakes Are Costly – NAD

 
• By Eileen Francis

The National Advertising Division expects cases involving ‘Made in the USA’ claims to increase given US tariffs, says NAD VP Phyllis Marcus. The topic was also addressed by BBB National Programs’ Mary Engle during IBA’s Cosmetics Convergence Virtual Spring Conference 14-15 May.

More from Business

L’Oréal Plans Purchase Of Color Wow Brand

 
• By Eileen Francis

L’Oréal has signed an agreement to acquire the Color Wow professional styling brand for an undisclosed price.

Scent News: Givaudan Buys Brazilian Fragrance House, DSM-Firmenich Taps Fine Fragrance President

 
• By Eileen Francis

Swiss fragrance company Givaudan SA will acquire Brazilian fragrance house Vollmens Fragrances, as DSM-Firmenich names Jonathan Simon president of fine fragrance.

Scope Launches Eyelid-Friendly Eye Cream In The UK

 
• By David Ridley

Eyelids have the "thinnest, most sensitive skin on the body" and are "highly prone to dehydration," which is why Scope has launched new Optase Life Sensitive Eye Daily Renewal Cream.