Coco Chanel said that nature gives you your face at 20, but you earn your face at 50. Perhaps that is not so different from Mark Twain’s theory that one’s wrinkles should merely be monuments to smiles. Those platitudes do nothing to stop people from trying to escape or cover up the effects of aging on our countenances. It is a big business. Revlon markets cosmetics under the brand name of “Revlon Age Defying with DNA Advantage.” It is hard to conceive of anything that is more redolent of puffery. Nevertheless, plaintiffs brought a class action alleging, essentially, that the marketing of the product is replete with lies. The court’s decision in Elkind v. Revlon Consumer Prods. Corp., 2015 U.S. Dist. LEXJS 63464 (EDNY May 14, 2015), is the veritable mixed bag.
The case was brought as a class action alleging false and misleading advertising in violation of N.Y. Gen Bus. Law sections 349 et seq., and Cal. Bus. & Prof Code § 17200 et seq., as well as breach of warranty, unjust enrichment, negligent misrepresentation, and fraud. There is bicoastal ambition behind this lawsuit. The plaintiffs claim that the product’s name and marketing fooled them and all reasonable consumers into believing that the products would “interact with the skin’s DNA, perhaps on a cellular or molecular level, to provide scientifically-enhanced therapeutic benefits that reverse, minimize, slow, or otherwise ‘defy’ the process of aging.” The named plaintiffs, who purchased a foundation and concealer from a CVS retail store, understood the product’s name and marketing to suggest “that the products contained something very scientific and special having to do with DNA.” The plaintiffs alleged that they relied on those misrepresentations at the time of their purchase, and as a result paid more for the products than they otherwise would have.
More specifically, the plaintiffs alleged that the phrase “Age Defying with DNA Advantage” on the products’ labels and in other marketing duped them into believing that the product would favorably interact with their DNA on a molecular level. The plaintiffs also asserted that because the phrase “Age Defying with DNA Advantage” manifests an intent that the products be used to manipulate the cells, the products are over-the counter drugs, as defined by the Federal Food, Drug, and Cosmetic Act (FDCA). As such, the products would be mislabeled because they do not comply with the FDCA’s drug labeling requirement that all of a drug’s ingredients be listed, and they therefore violated New York and California laws prohibiting the unlawful sale of products. The court helpfully breaks down the plaintiffs’ claims into two categories: “Deceptive Advertising Claims” and “Mislabeling Claims.”Continue Reading “Age Defying” Make-up Case Only Partially Defies Preemption