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Dove Invisible Advanced Care Antiperspirant White Marks Class Action

Conopco, Inc. does business under the name Unilever, offering personal care products such as the one at issue in this case—Dove Invisible Advanced Care antiperspirant for women. The Invisible product line promises to be “invisible” and to leave no white marks on clothing, but the complaint for this class action alleges that the products create the problematic white marks. Among other things, the complaint alleges violations of the Missouri Merchandising Practices Act (MMPA).

The class for this action is all persons who bought Dove Advanced Care antiperspirant for women in the US between July 22, 2016 and July 22, 2021. In addition, or in the alternative, a Missouri Subclass has been defined, for those who bought the product in Missouri.

The complaint alleges the Invisible products are “deceptively and misleadingly marketed as causing ‘No white marks on 100 colors,’ and being ‘invisible.’” Other claims, made on the website, are that the product has Dove’s “best white mark protection in an antiperspirant stick” and that “[t]his antiperspirant deodorant stick is invisible on 100 different colors.”

But these claims are not true, the complaint alleges. In fact, it says, the antiperspirant’s main active ingredient, aluminum zirconium tetrachlorohydrex GLY actually causes white marks.

The complaint claims, “Indeed, simple testing and usage of the Product applied directly and/or transferred to a wearer’s clothing from a user’s skin, establishes that it absolutely is not ‘invisible’ and, contrary to [Unilever’s] claims, it does leave white marks on clothing of essentially all colors.” According to the complaint, the product comes in different scents, but since the ingredients of the products are the same, all of them produce the white marks.

The claims about leaving no white marks, the complaint says, are not made “in comparison to ‘regular’ deodorant or antiperspirant brands.” The claims are unqualified.

Despite this, consumers have no reason to disbelieve the claims, the complaint alleges, because some antiperspirants on the market legitimately do not leave white marks.

Also deceptive, the complaint alleges, are the claims that the product has some kind of “white mark protection” and has additional protection in comparison with regular “Advanced Care” products. The complaint asserts that the product “in reality … has no added benefits whatsoever compared to ‘regular’ Advanced Care,’ and—in fact—consists of nearly the exact same ingredients, upon information and belief (based on the order of the ingredients in the product labels) in nearly the same ratios.”

According to the complaint, the only difference in the ingredients is that the “regular” Advanced Care product contains hydroxyethyl urea, whereas the Invisible Advanced Care product does not, and that the aluminum ingredient is diluted in the Invisible Advanced Care product. The complaint alleges, “Such dilution of an active ingredient is not an added benefit of ‘protection.’”

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

Dove Invisible Advanced Care Antiperspirant White Marks Complaint

July 22, 2021

Conopco, Inc. does business under the name Unilever, offering personal care products such as the one at issue in this case—Dove Invisible Advanced Care antiperspirant for women. The Invisible product line promises to be “invisible” and to leave no white marks on clothing, but the complaint for this class action alleges that the products create the problematic white marks. Among other things, the complaint alleges violations of the Missouri Merchandising Practices Act (MMPA).

Dove Invisible Advanced Care Antiperspirant White Marks Complaint

Case Event History

Dove Invisible Advanced Care Antiperspirant White Marks Complaint

July 22, 2021

Conopco, Inc. does business under the name Unilever, offering personal care products such as the one at issue in this case—Dove Invisible Advanced Care antiperspirant for women. The Invisible product line promises to be “invisible” and to leave no white marks on clothing, but the complaint for this class action alleges that the products create the problematic white marks. Among other things, the complaint alleges violations of the Missouri Merchandising Practices Act (MMPA).

Dove Invisible Advanced Care Antiperspirant White Marks Complaint
Tags: Deceptive Advertising, Deceptive Labels, Item Does Not Do What It Is Advertised to Do