CATrends: Hypoallergenic Marketing Claims
A rash of lawsuits allege companies are misleading consumers.
ISO Maintamer Straightening System
March 2016: This action was dismissed When a complaint is dismissed with prejudice, it cannot be refiled., the reasons for which have not been disclosed.
October 2015: A class-action lawsuit was filed against Innovatives Styling Options, Inc. and Zotos International, Inc. for allegedly misleadingly marketing the ISO Maintamer Straightening System. Specifically, the complaint alleges that the companies misleadingly market the straightener is “Damage-Free” and “[i]deal for smoothing coarse hair, taming unruly curls and waves, unperming ends and controlling frizzy hair” when the product actually does not perform as advertised and consumers have suffered hair loss and damage to their hair and scalp. (Kilpela et al v. Innovative Styling Options, Inc. and Zotos International, Inc., Case No. 15-cv-2464, S. D. CA.)
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