Dove Men’s Deodorant With ‘No Alcohol’ Contains Benzyl Alcohol, Class Action Alleges

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A proposed class action lawsuit claims that Dove Men+Care 0% Aluminum Deodorant is mislabeled, given that the purportedly alcohol-free product is formulated with benzyl alcohol.

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The 15-page false advertising lawsuit against Unilever United States contends that Dove has knowingly deceived consumers by labeling the men’s deodorant as free from alcohol ingredients. Per the filing, alcohol ingredients can harm skin and cause irritation and allergic reactions, and consumers seek out alcohol-free products.

The case accuses Unilever of engaging in “widespread false and deceptive conduct” by claiming the Dove Men+Care deodorant contains no alcohol, when benzyl alcohol is declared in the product’s ingredients list.

Benzyl alcohol, the case explains, is used as a preservative, solvent or fragrance in many cosmetic products. However, many consumers seek to avoid the ingredient as it can be, along with other forms of alcohol, a skin-irritating source of redness, eczema, rashes and swelling, the suit adds.

Related Reading: Dove Advanced Care Antiperspirant Deodorant Not as ‘Natural’ as Advertised, Class Action Alleges

The complaint contends that many consumers are willing to “pay a price premium for alcohol-free personal care products” to minimize their risk of exposure to skin irritants. Accordingly, the disclosure on the front of Dove’s deodorant sticks informing that the products are “alcohol free” is a significant factor for many consumers, who purchased the items based on the “reasonable belief” that they would be skin-safe.

According to the case, the plaintiff experienced skin irritation like “bumps and itchiness” after using the Dove product at issue, which they believed to be alcohol free.

The “no alcohol” representation is not accompanied by any disclaimer or asterisk, and even if it did, the lawsuit maintains, a company cannot avoid liability for misrepresented claims on the front of product packaging through any “fine print” on the back of the label modifying the claims, like an ingredients list.

The Dove Men+Care deodorant class action lawsuit looks to represent all consumers in the United States who purchased any “Dove Men’s 0% Aluminum Deodorant” during the applicable statute of limitations period.

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