Content area
Full text
LEGAL
Class action move wants beauty company to come clean. BY SANDRA O'LOUGHLIN
MARKETING FOR L'Oréal USA's Garnier Fructis Fortifying Shampoo and Cream Conditioner claims to make hair five times stronger and give 70% more volume. Small print at the bottom of the ad states that hair is "5X stronger in brushing testing compared to an ordinary shampoo" and the volume is "based on consumer perceptions of those who saw a difference."
A class action lawsuit, filed June 5 in Superior Court in the county of San Diego, disagrees with those claims. Lodged by Shana Hackett and Melissa Burton, the suit alleges the Gamier Fructis brand of hair products "falsely claimed to make hair smoother and strengthen hair three or five times more so than an 'ordinary' shampoo and stronger with 80% less breakage." The plaintiffs are represented by Ross, Dixon & Bell, San Francisco. Publicis, New York, is the brand's lead agency.
According to the filing, the women purchased Garnier Fructis hair products for themselves in 2005 and 2006 based on representations on product...