Putative Class Suit Targets Aveeno ‘Natural’ Products

Johnson & Johnson Consumer Companies Inc. deceptively markets its Aveeno line of personal care products as “active naturals” even though they contain synthetic chemicals, a New York man alleges in a would-be class suit filed May 7 in federal court in New York (Goldemberg v. Johnson & Johnson Consumer Companies Inc., S.D.N.Y., No. 13-3073).

The company’s representations that the products are natural are false because products containing synthetic ingredients are unnatural by definition, the complaint in the U.S. District Court for the Southern District of New York says.

By touting its Aveeno Active Naturals shampoos, conditioners, shave gels, ...