‘Unscented’ Secret Deodorant Contains Fragrance Ingredients, Class Action Lawsuit Alleges

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A proposed class action lawsuit claims that The Procter & Gamble Company has misled consumers by misrepresenting its “unscented” Secret Invisible Solid Antiperspirant and Deodorant, given that the product contains fragrance ingredients.

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The 13-page complaint alleges that Procter & Gamble has sought to capitalize on consumers’ desire for fragrance-free products by prominently labeling the Secret deodorant as “unscented.” According to the lawsuit, the front-label claim is not accompanied by any disclaimer that would indicate the product contains fragrance ingredients, leading consumers to reasonably believe that the deodorant is manufactured without fragrances that may cause skin irritation or allergic reactions.

However, the suit says that the product’s ingredients list identifies “fragrance” as the final ingredient, meaning the Secret Invisible Solid deodorant is not, in fact, unscented.

The complaint claims that Procter & Gamble has deceptively labeled the Secret deodorant to extract a “price premium” from consumers willing to pay more for gentler, non-irritating personal care products. Per the suit, many consumers actively avoid fragrances because they are known to cause rashes, redness and itchiness.

Similarly, the case says, many consumers prefer products with “minimal additives.”

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“Plaintiff and Class members did not know, and had no reason to know, that the Products contained fragrance ingredients because of how the Products are deceptively labeled and advertised to create the impression the Products are unscented,” the filing states. “Nothing on the front packaging of the Products indicates that the Products contain fragrance ingredients.”

The lawsuit also references rulings in similar cases, including Cristostomo v. New Balance Athletics, Inc., in which the court determined essentially that ingredient lists do not necessarily “preclude consumer deception,” meaning companies cannot rely on back-label disclosures to correct allegedly misleading front-label claims.

The Secret unscented deodorant class action lawsuit seeks to represent all individuals in the United States who purchased Secret Invisible Solid Antiperspirant and Deodorant bearing the Unscented representation during the applicable statute of limitations period.

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