A proposed class action alleges the It’s A 10 Potion 10 “miracle” hair repair shampoo and conditioner products are incapable of repairing hair as advertised.
According to the 36-page lawsuit, the It’s A 10 Potion 10 miracle hair repair products do not repair hair at all, “instantly or otherwise,” and reasonable consumers have been misled by defendant It’s A 10 Haircare’s marketing into believing that the products can strengthen or rebuild hair.
Be sure to scroll down to see which It’s A 10 haircare products are mentioned in the lawsuit.
“Defendant’s uniform advertising and marketing of the Hair Repair Products is designed with the goal of enticing consumers to purchase the Hair Repair Products over other competing haircare products based on Defendant’s bold promise to repair broken and/or damaged hair,” the complaint alleges.
More specifically, the case claims It’s A 10 Haircare has targeted its advertising and marketing to a particular segment of women nationwide who are concerned about hair breakage.
“Unfortunately for the millions of consumers who want to repair their damaged hair, the Hair Repair Products cannot deliver the promised result,” the suit says.
According to the filing, the It’s A 10 Potion 10 shampoo and conditioner products contain no ingredients that are capable of repairing damaged hair. The suit stresses that because hair is already a collection of “the remnants of dead cells,” it is beyond repair once damaged and certainly cannot be remedied with in-home treatments. To truly mend hair, the lawsuit relays, the “linkages” between the keratin proteins must be altered chemically, which cannot be achieved through over-the-counter shampoos and conditioners.
“These treatments are expensive and must be done in professional settings under controlled conditions to receive a satisfactory result,” the suit reads. “Even under these strict conditions, repair to an original state is still not possible.”
Even worse, the case says, the It’s A 10 haircare products require frequent use, essentially “trap[ping] the consumer into an endless cycle of repeated purchase of the same deceptively marketed product.”
At most, according to the complaint, the product can create only the “temporary illusion” that a user’s hair has been repaired. Although the products can and often do add material to the hair fiber, often as a coating on the outside of the hair, this only alters the look and feel of a user’s hair temporarily and requires frequent re-treatment to “obtain the same illusion.”
“Defendant’s promises, like its customers’ hair, remain broken,” the case reads.
The specific It’s A 10 products mentioned in the lawsuit include the following:
It’s A 10 Potion 10 Miracle Instant Repair Leave-In Conditioner;
It’s A 10 Potion 10 Miracle Instant Repair Daily Conditioner;
It’s A 10 Potion 10 Miracle Repair Daily Shampoo; and
It’s A 10 Potion 10 Miracle Repair Hair Mask Deep Conditioner.