Crest Sensitivity toothpaste class action settlementA federal judge has preliminarily approved a class action lawsuit settlement between Procter & Gamble Co. and consumers who allege the company falsely advertised the benefits of its Crest Sensitivity Treatment & Protection toothpaste.

The proposed Crest Sensitivity settlement will provide consumers a $4 refund for one tube of toothpaste each if they purchased the product in the U.S.

New Jersey plaintiff Edward Rossi and other consumers sued Procter & Gamble in December 2011 claiming the toothpaste failed to deliver relief from tooth sensitivity “within minutes” as advertised, and that P&G’s false advertising induced consumers into paying as much as 75% more for Crest Sensitivity Treatment & Protection over comparable products that require weeks of use to reduce tooth sensitivity.

Furthermore, the class action lawsuit alleged, Crest Sensitivity Treatment & Protection is essentially identical to Crest Pro-Health toothpaste except for the packaging, color and price – which is $3 higher than Crest Pro-Health.

P&G denies the allegations but has agreed to a class action lawsuit settlement to resolve the litigation.

U.S. District Judge Jose Linares conditionally certified the Settlement Class and preliminarily approved the deal, saying it provides adequate relief to the plaintiffs and fairly and efficiently resolves the claims that Procter & Gamble violated state consumer fraud laws.

Details on how to file a claim for the Crest Sensitivity Treatment & Protection Class Action Lawsuit Settlement will become available in a few weeks. Keep checking Top Class Actions or sign up for our free weekly newsletter for updates.

The case is Rossi v. The Procter & Gamble Co., Case No. 11-cv-07238, U.S. District Court of New Jersey.

The plaintiffs are represented by James E. Cecchi of Carella Byrne Cecchi Olstein Brody & Agnello PC, Scott A. Bursor of Bursor & Fisher PA and Antonio Vozzolo of Faruqi & Faruqi LLP.

 

UPDATE 1: Details on how to file a claim for the Crest Sensitivity Toothpaste Class Action Lawsuit Settlement are up!

UPDATE 2: The Crest Sensitivity Toothpaste Class Action Settlement was granted Final Approval on October 3, 2013. Payments should be distributed within the next 30-90 days.

UPDATE 3: Refunds from the Crest class action settlement were mailed to eligible Class Members in April 2014 in the form of a Visa gift card.

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10 Comments

  • Chalant Houston February 26, 2013

    I switched from Sensodyne because my husband swears by Crest. In doing do I suffered such pain when eating, using this tootpaste Crest Sensitivity is just like using regular toothpaste, no relief whatsoever.

  • Gregory Russo March 5, 2013

    This is another case of lies & deception due to GREED. I believe that I was duped over & over for MONTHS. Thank you very much. GREGORY A RUSSO

  • L Haynes-Oliver March 5, 2013

    Crest told and advertised so many untruths and sold us. I switched and was immediately helped. There was quite a difference.

  • barry March 5, 2013

    bought that over priced stuff myself I saw no difference either!!

  • Candie Britland March 11, 2013

    I bought this toothpaste for my son, he has extremely senstive teeth, and it didn’t work. He gave it a fair change, used three tubes and it was expensive but he had terrible tooth pain so he went back to Sensodyne. I agree with Mr. Russo, it is all greed.

  • rufus brown March 28, 2013

    I had purchased this especially for my grandkids, now another rip off.

  • Thom Quinton April 4, 2013

    This is an absolute rip-off of the consumer by Crest and by the court. Purchased product two years ago and they want the original packaging and receipt as proof of purchase. Who in their right mind saves this junk after a product is opened, especially after TWO YEARS????? NOBODY.

  • sheila bonner April 15, 2013

    send info and claim form

    bonnerscb@gmail.com

  • Stephanie Thomas April 21, 2013

    Where are the claim forms?

  • Top Class Actions April 24, 2014

    UPDATE: Refunds from the Crest class action settlement were mailed to eligible Class Members in April 2014 in the form of a Visa gift card.

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