L’Oréal’s 24-Hour Sun Protection Statements Could Be Misleading

L’Oréal USA Inc. consumers could be misled about how long Infallible Fresh Wear 24HR Foundation’s sun protection lasts before it needs to be reapplied, a federal court said in declining to dismiss a proposed class suit.

The decision follows rulings that advanced similar deception claims involving makeup products from Christian Dior Inc. and Coty Inc. earlier this year.

The L’Oréal makeup’s front label statements claiming it provides “Up to 24HR Breathable Texture,” “Up to 24H Fresh Wear,” and “Sunscreen Broad Spectrum SPF 25” are ambiguous, the US District Court for the Northern District of California said.

Judge Haywood S. Gilliam ...