THE WHAT? Dior could be called upon to defend its 24-hour SPF claim in court after a proposed class action suit charged the LVMH-owned beauty brand of misleading marketing.
THE DETAILS The lawsuit alleges that the products in question, which carry statements such as ‘24HR Foundation… with sunscreen’, are misbranded because studies have proven SPF protection can be effective for no more than two hours after application.
THE WHY? The Californian plaintiff behind the suit says that she would not have paid a premium for the product had she known it could only provide protection for two hours. However, Dior is more than likely to contend that its 24HR claim is related to the coverage and not the added benefit of the sunscreen. Whether the case makes it to court on not will likely rest on the ‘reasonable consumer’ test.
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