Gillette Pure class action overview:
- Who: A Gillette shaving cream customer is suing the manufacturer, The Procter & Gamble Company.
- Why: The plaintiff says Pure by Gillette shave cream is falsely marketed.
- Where: The class action was filed in an Illinois federal court.
Gillette Pure shave cream with aloe is falsely marketed, because the product contains a host of synthetic and chemically-processed ingredients, and barely any aloe, a new class action lawsuit alleges.
Plaintiff Gregory Taylor filed the class action lawsuit against The Procter & Gamble Company Aug. 19 in an Illinois federal court, alleging violations of state and federal consumer laws.
The lawsuit relates to Gillette Pure shave cream with aloe, made and marketed by P&G.
According to the lawsuit, the label of the product tells consumers the Product is “PURE,” “Free From Alcohol, Dyes, Parabens, Sulfates,” and made “With Aloe.”
Taylor alleges that consumers understand “pure” as meaning “not altered from an original or natural state,” “not mixed with anything else” and “clean and not harmful in any way,” as per several dictionary definitions.
“Despite the front label promise the Product was ‘Pure,’ no less than ten of the fourteen ingredients are not pure, because they are significantly altered from their original or natural state,” Taylor alleges.
Gillette Pure class action alleges main ingredients are chemically-altered acids
The second and third most predominant ingredients in the product after water—palmitic acid and stearic acid—are not pure because, even though they are based on palm oil, it is significantly altered through saponification, Taylor alleges.
He says saponification is a chemical reaction involving the conversion of fats, oils, and lipids by heat in the presence of aqueous alkali such as sodium hydroxide.
The lawsuit lists a number of other ingredients that were created through chemical processes and synthetic sources.
Plus, despite the front label stating the product is “With Aloe,” aloe is the thirteenth ingredient listed, and present in a small amount relative to all other ingredients, Taylor alleges.
“Consumers expect shaving cream represented as made ‘With Aloe’ to contain a Non-de minimis amount of aloe ingredients,” the lawsuit says.
Taylor is looking to represent anyone in Illinois who bought the product, plus a Class of consumers from Wyoming, Kansas, Kentucky, West Virginia, Iowa, Utah, and Alaska.
He’s suing under state consumer laws, and for breach of warranty, negligent misrepresentation, fraud and unjust enrichment and seeking certification of the class action, damages, fees, costs and a jury trial.
In January, Procter & Gamble and Gillette were hit with a class action lawsuit alleging they manufacture, market and sell Gillette, Venus, Braun and Oral-B products with conditional repair warranties.
What do you think of the allegations in this Gillette Pure class action lawsuit? Let us know your thoughts in the comments!
The plaintiff is represented by Spencer Sheehan of Sheehan & Associates, P.C.
The Procter & Gamble class action lawsuit is Gregory Taylor v. The Procter & Gamble Company, Case No. 3:22-cv-01949 in the U.S. District Court for the Southern District of Illinois.
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