In fact, Henkel Consumer Goods Inc. faces a consumer fraud class action lawsuit. The suit accuses the company of marketing Purex Natural Elements laundry products deceptively. The goal was to attract environmentally conscious consumers.
Tony Luib is the plaintiff who filed the class-action lawsuit against the maker of Purex Natural Elements laundry detergents. Luib points out that the company was making a misleading advertising campaign to convince health conscious customers to buy its Purex Natural Elements laundry products. However, according to the lawsuit, this information is false, as these products contain artificial and non-natural products.
Thus, here are some products mentioned in the class action lawsuit: Purex Natural Elements Laundry Detergent Linen & Lilies Scent, Purex Natural Elements Laundry Detergent Tropical Splash Scent, etc. This list includes other Purex “Natural” products as well. Purex class action lawsuit states that there is a great demand for natural products in the U.S. As the suit mentions, a lot of Americans want to buy natural products aimed at promoting a healthy environment. Additionally, these consumers are eager to avoid all the dangers, which may occur because of using products containing synthetic ingredients.
Is Henkel Consumer Goods Inc. marketing its Purex Natural Elements laundry detergents deceptively?
The plaintiff points out in his complaint that Purex labels and website as well provide consumers with false information. That’s to say, Henkel Consumer Goods assured Purex Natural Elements laundry products contain only natural plant-based ingredients. However, Luib claims, the laundry detergents consist of artificial elements.
The complaint says, among synthetic ingredients contained in the Purex laundry products are, disodium distryrylbiphenyl disulfonate, methylisothiazolinone, hexyls cinnamaldehyde and benzyl benzoate, etc.
Actually, the plaintiff claims he os aware of the fact that synthetic elements are mentioned on the back of Purex Natural products. Luib says no reasonable customer scours the list of ingredients identified on the back of Purex products. Most of the consumers don’t take this step for confirming representations and warranties that products are natural.
As a matter of fact, the plaintiff is seeking to represent any person who bought the company’s Natural Elements products in the U.S. So, the suit seeks monetary, punitive damages, injunctive relief, attorney’s fees and other relief that the court will determine.
