Dove Men + Care Stain Defense Products Prompt Class Claims Over Misleading Marketing

Elizabeth DiNardo, Esq. | Associate Counsel


On May 20, 2021, class claims were filed in the Circuit Court for St. Louis County, State of Missouri against Conopco, Inc. (d/b/a Unilever), maker of Dove “Men + Care” anti-perspirants, alleging that the company engaged in false, misleading and deceptive marketing of its products.

In the complaint, named plaintiff Peter Fischer alleges that Dove’s “Stain Defense” line of products is deceptively and misleadingly marketed as being “anti-yellow stains” and “anti-white marks” and as formulated prevents white marks and staining. The plaintiff further argues that rather than preventing yellow stains and white marks, the primary active ingredient in the Stain Defense anti-perspiration line of products is aluminum zirconium tetrachlorohydrex GLY (“aluminum”), which has been scientifically proven to cause white marks and staining.

There are other anti-perspirant products on the market that do not use aluminum and therefore can legitimately claim to be anti-stain and anti-white mark. The plaintiff notes that the only difference between the Stain Defense line and Dove’s “normal” anti-perspirants is that the aluminum content in normal anti-perspirant products is 15.2% and the Stain Defense line is comprised of 11.4% aluminum.

The plaintiff seeks to present a nationwide class made up of all persons who purchased Dove-branded “Men + Care” anti-perspirant featuring the so-called “Stain Defense” formula within the last five years. Additionally, the plaintiff brings a Missouri subclass. The suit brings causes of action for breach of warranty, breach of implied contract, unjust enrichment and violation of the Missouri Merchandising Practices Act.  

The case is: Peter Fischer v. Conopco, Inc. et al., Case No.: unavailable, in the U.S. District Court for the District of Missouri.


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