The beauty industry is a multi-billion dollar industry preying on women’s desire to look younger, slimmer, and more beautiful. There has always been an element of exaggeration in claims made by cosmetics companies, but lately it appears that exaggerations have crossed over into the territory of blatent lies. Over the last decade the promises made regarding products have gotten more outlandish, and many advertisements now feature women who are far removed from reality. Advances in technology have resulted in photographs so airbrushed that the models in them often resemble paintings or cartoon characters rather than human beings. Consumers it seems, have had enough.
Following complaints from the public, the Advertising Standards Authority last year rebuked cosmetics companies Maybelline and Lancome, both owned by Global cosmetics powerhouse L’Oreal, for misleading advertisements featuring heavily airbrushed models. Now, a group of women in the USA are suing Maybelline for false advertising because they say a brand of lipstick Maybelline promises to last for fourteen hours, does not. The suit, filed in a Manhattan Federal court states that Maybelline’s claims are “misleading, inaccurate and deceptive.” The complainants are seeking to find other disappointed buyers in order to make their case into a class action suit in Michigan, New Jersey, and New York. The suit is alleging unjust enrichment, breach of warranty and violations of various consumer-protection laws.
Maybelline state that the lawsuit is without merit and that they will strongly content these allegations in court. Wigsandgowns are delighted to see consumers fighting back against the ridiculous and misleading promises cosmetics companies expect us to swallow!Watch this space for the next installment.