Coppertone ‘Pure & Simple’ Sunscreen Is Falsely Labeled, Class Action Claims

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A proposed class action alleges Coppertone “Pure & Simple” SPF 50 Sunscreen is deceptively labeled since 17 of its 24 ingredients are “neither pure nor simple” given that they are made and “significantly modified” through mixtures with other substances.

The 12-page case relays that consumers increasingly value personal care products made with pure and simple ingredients, which buyers understand to mean “not mixed or adulterated with any other substance” and “without additions or modifications,” respectively.

Because defendant Beiersdorf, Inc. has labeled its sunscreen as “Pure & Simple,” consumers reasonably expect that its ingredients are not, for the most part, mixed with other substances or significantly modified from their original state, the suit argues. However, the filing contends that the sunscreen’s active ingredient and at least 16 of its inactive ingredients are synthetic, a far cry from its unadulterated presentation.

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“Though its active ingredient of zinc oxide occurs in the mineral zincite, this version is not used commercially,” the complaint states. “Instead, the zinc oxide in the Product is made through synthetic means involving the high-temperature oxidation of metallic zinc or zinc ores.”

As a result of this processing, the ingredient cannot be considered simple or pure, the case charges.

The suit further claims that 16 of the sunscreen’s 23 inactive ingredients are heavily modified and mixed with other materials, and many are created through chemical processing. For example:

According to the complaint, Beiersdorf has capitalized on consumers’ willingness to pay higher prices for products described as pure and simple by using false and misleading representations to sell its sunscreen at a premium price.

The lawsuit looks to cover anyone in Illinois, Wyoming, Montana, Idaho, Kansas, Kentucky, West Virginia, Iowa, Utah, or Alaska who purchased Coppertone “Pure & Simple” SPF 50 Sunscreen Lotion during the applicable statute of limitations period.

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