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Consumers Sue Unilever Over Alleged False Advertising of Dove Deodorant

COOK COUNTY RECORD

Tuesday, November 26, 2024

Consumers Sue Unilever Over Alleged False Advertising of Dove Deodorant

Federal Court
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A recent class action lawsuit has been filed against a major consumer goods company, alleging deceptive advertising practices. On June 25, 2024, Keith Robinson and Willie Kimbrough lodged their complaint in the United States District Court for the Northern District of Illinois against Unilever US/Dove.

The plaintiffs claim that on February 1, 2024, they purchased Dove deodorant from Walmart under the impression that it was alcohol-free as advertised. Both Robinson and Kimbrough have allergies to benzyl alcohol and were drawn to the product due to its prominent "NO ALCOHOL" label. However, after using the deodorant, they experienced allergic reactions. Upon closer inspection of the ingredients list, they discovered that the product contained benzyl alcohol despite its front-label claim. This led them to believe that Dove's advertising was misleading and deceptive.

Robinson and Kimbrough argue that they were induced into buying a product under false pretenses and suffered damages as a result. They assert that Dove's labeling misled not only them but also other consumers who might have chosen this product over others based on its false claims. The plaintiffs seek redress for themselves and all similarly affected consumers in Illinois under the Illinois Consumer Fraud and Deceptive Business Practices Act (ICFA), citing violations of 815 ILCS 505/1.

The plaintiffs are asking for several forms of relief from the court: certification of their proposed class action, appointment of class guardianship over the lawsuit, an award of $30 million in damages for injuries suffered by the plaintiffs and punitive damages, prejudgment interest at the maximum rate permitted by law, and an injunction preventing Unilever from continuing to sell products with misleading labels.

The case is being presided over by Judge Chang with Magistrate Judge Weisman assisting. The case ID is 24cv5285.

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