Christian Dior Must Defend Cosmetic Branding Called Misleading

Cosmetics maker Christian Dior failed to have most of a proposed class action challenging the truth of its 24-hour sunscreen advertising dismissed by a California district court.

Alexis Slaten is a regular purchaser of of Dior’s Forever Foundation but, she alleged in the US District Court for the Northern District of California, that for Dior to advertise a cosmetic product that as a sunscreen would require reapplication every two hours as a 24 hour guard from UV rays is highly misleading.

Dior moved to dismiss the complaint, arguing that federal law preempts Slaten’s state law-based claims, that their branding passed ...