Class Action Lawsuit Says Aveda's Hair Loss Products Don't Work
A class action lawsuit has been filed against Aveda Corp. over allegations that its hair loss prevention products are ineffective.
Minnesota-based hair products maker Aveda touts its Invati product line as "Nature's Solution for Thinning Hair," and charges more than $100 for a system that it claims is clinically proven to thicken hair.
Aveda claims that the Invati product line, which consists of a shampoo, conditioner and scalp revitalizer, reduced hair loss by 33 percent during a 12-week clinical trial. Aveda also promises that the "Invati system is clinically proven to reduce hair loss due to breakage to help you keep the hair you have longer." According to the Aveda website, Invati consists of "an invigorating blend of ayurvedic herbs" that help to reduce hair loss.
Rivkie Berger, the lead plaintiff in the Aveda Invati class action lawsuit, insists that these claims are false. "In reality, the products do nothing of the sort and have no such capabilities," the class action lawsuit says. "This false and misleading marketing enables defendants to unfairly capture sales that it would not make but for its deception, and also charges consumers a premium based thereon."
Berger claims in the Aveda class action lawsuit that he purchased the Invati product line in March for a total of $119.63, including tax. However, he did not experience any of the benefits Aveda promised. Berger alleges that the products are marketed in such a way as to convince consumers that the products were a "solution for thinning hair and guaranteed some reduction of hair loss." He further claims that Aveda's marketing is designed to persuade customers that the products are most effective when purchased together as a system, rather than simply using one of the products in the Invati product line.
Berger accuses Aveda of violating the California Unfair Competition Law, Consumer Legal Remedies Act, the False Advertising Act and other state and federal laws. He claims that the company used misleading marketing to persuade customers to purchase an ineffective product.
In his class action lawsuit, Berger asks the court for preliminary and permanent injunctions to prohibit the company from advertising the Invati products as effective at combating hair loss. He also requests Aveda to return all revenue it has acquired due to its misleading advertising.
Potential Class Members include a nationwide class of people who purchased any Invati product within four years of the filing of the class action lawsuit. A separate class of California residents who purchased the Invati product line will also be potential class members.
Aveda is owned by Estee Lauder Inc., which also owns Clinique, MAC, Origins and Bumble & Bumble. It purchased Aveda for $300 million in 1978.
The plaintiffs in the Aveda false advertising class action lawsuit are represented by Michael Kelly, Behram Parekh and Heather Baker of Kirtland & Packard LLP.
The Aveda Invati Class Action Lawsuitis Berger v. Aveda Corp., Case No. 13-cv-05074, in the U.S. District Court for the Central District of California.
Updated July 25th, 2013