Baron and Budd Files Deceptive Advertising Lawsuit Against AVON

  Baron and Budd Files Deceptive Advertising Lawsuit Against AVON

Business Wire

LOS ANGELES -- October 23, 2012

Today, the national law firm of Baron and Budd filed a class action lawsuit
against beauty company AVON for misrepresenting certain “anti-aging” products
to consumers. The lawsuit addresses the advertising surrounding AVON’s Anew
line of products, including Anew Clinical Advanced Wrinkle Corrector, Anew
Reversalist Night Renewal Cream, Anew Reversalist Renewal Serum and Anew
Clinical Thermafirm Face Lifting Cream products. Attorneys Roland Tellis and
Mark Pifko represent the plaintiffs in the case. This is believed to be the
first lawsuit filed against AVON regarding the deceptive advertising of these

Earlier this month, the FDA issued a warning to AVON, stating that these
anti-aging products have been misrepresented to consumers. In the warning, the
FDA demanded that AVON tone down the claims made about the products. The
language in question suggests that AVON’s anti-aging products can change the
structure or function of the body, which would classify the products as drugs
under FDA regulations. According to the FDA’s warning, AVON’s anti-aging
products “are not generally recognized among qualified experts as safe and
effective” for the advertised uses. For a company to sell drugs, they would
need FDA approval, which would require detailed testing and could take years.

“While many beauty companies tend to make seemingly outlandish promises about
their products, AVON has crossed the line,” said attorney Mark Pifko. “AVON
used aggressive, predatory marketing techniques specifically designed to
mislead consumers into believing that the AVON anti-aging products offered
‘at-home answers’ to ‘procedures found in a dermatologist’s office,’ and were
capable of turning back the time. That’s simply not the case.”

In the advertising materials associated with AVON’s anti-aging line, the
company promises superior results when compared to other, similar products. As
explained in the complaint, AVON utilizes these false claims to charge
consumers more money for their products, thus potentially cheating consumers
out of thousands of dollars. In fact, just last year the beauty industry
recorded almost $3 billion in profits for anti-wrinkle products.

If you have purchased any of these AVON anti-aging products, we want to talk
to you. Please contact as at 1.800.222.2766 or email for
more information.

Protecting What’s Right for consumers for nearly 35 years, Baron and Budd is
proud to spearhead meaningful litigation for consumers who have been harmed or
deceived by large corporations. The firm has recently taken the lead in a
number of deceptive advertising cases, including currently pending lawsuits
concerning Ensure, Muscle Milk and Alexia Foods. The firm also has a
leadership role in a number of other consumer class actions, including the
recent $410 million settlement with Bank of America over manipulative bank
overdraft fees and the $110 million settlement with JP MorganChase.

About Baron & Budd, P.C.

The law firm of Baron & Budd, P.C., with offices in Dallas, Baton Rouge,
Austin and Los Angeles, is a nationally recognized law firm with over 30-years
of "Protecting What’s Right" for people, communities and businesses harmed by
negligence. Baron & Budd’s size and resources enable the firm to take on large
and complex cases. The firm represents individuals, governmental and business
entities in areas as diverse as water contamination, Gulf oil spill, Qui Tam,
California Proposition 65 violations, unsafe drugs and medical devices,
Chinese drywall, deceptive advertising, consumer financial fraud, securities
fraud and asbestos cancers such as mesothelioma.


Baron & Budd
Susan Knape, 214-629-0596
Amanda Theaker, 214-991-1051
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