Dove Body Wash False Advertising Allegations

A consumer initiated a class action lawsuit against Unilever United States Inc. The core allegation is that the company misrepresented the contents of its Dove Vitality Renewal Firming Body Wash by prominently labeling it as containing collagen. The lawsuit points out that the ingredient list actually shows only "Vegetable Collagen," which is described as a plant-derived alternative, while genuine collagen is stated to be a structural protein found only in humans and animals.

The plaintiffs assert that Unilever's marketing materials reinforce this misleading claim, leading consumers to believe the product contains actual collagen. The legal claims brought forth include violations of state consumer protection laws, breach of express warranty, and unjust enrichment. Furthermore, the suit alleges that consumers paid a higher price for a product that failed to deliver the promised benefits of genuine collagen.

The lawsuit seeks to represent consumers who bought the product in New York and 30 other states, plus the District of Columbia. Plaintiffs are demanding a jury trial and are seeking various damages, including statutory and punitive damages, restitution, disgorgement, and attorneys’ fees. The case is currently filed in the U.S. District Court for the Northern District of New York.