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Dovel & Luner Sues L’Oréal Over Deceptive Labeling of Beauty Products

Press Release

February 25, 2022 — SANTA MONICA – The Dovel & Luner law firm on Friday filed a federal class action lawsuit against L’Oréal USA, Inc. on behalf of a California consumer who purchased L’Oréal beauty products.  Eshelby v. L’Oréal USA, Inc., Case 1:22-cv-01396 (SDNY).  The lawsuit alleges that L’Oréal misled millions of consumers by including a prominent “Paris” label on its products even though the products are manufactured in Arkansas and elsewhere in North America—not in Paris or even France.

The Complaint alleges that L’Oréal violated consumer protection laws of many states, as well as California’s Unfair Competition Law and False Advertising Law. 

L’Oréal labels its beauty products with a prominent “Paris” representation.  L’Oréal also includes prominent French-language descriptions on many of its beauty products.  Here is an example:

According to the lawsuit, a reasonable consumer would understand, based on L’Oréal’s advertisements and packaging, that L’Oréal’s products are made in France and imported into the United States. 

And where L’Oréal’s products are made is important to consumers.  “Because American consumers associate French-made beauty products with excellence and prestige,” the lawsuit alleges, consumers “are willing to pay a substantial premium for products that they believe to be made in France.”    

In reality, however, the lawsuit claims, these products are manufactured in Arkansas, or elsewhere in North America—not in France.  This is in stark contrast to L’Oréal’s competitors such as Caudalie, Nuxe, and Clarins, whose products bear similar “Paris” representations and are actually made in France.  

“Consumers care where beauty products are made, and France in particular is known for its high-quality cosmetics,” said Christin Cho of Dovel & Luner.  “Companies shouldn’t be allowed to trick people into thinking that their products are made in France, when in fact they are made in Arkansas.”

Christin Cho
Dovel & Luner

SOURCE Dovel & Luner, LLP

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