SAN DIEGO - A federal class action seeks millions of dollars for fraudulent marketing of Brazilian Blowout Solution, a pricey hair straightener that goes for $250 a bottle. The class claims the defendants - GIB LLC, Brand Building Communications, and Brazilian Blowout - say the stuff contains no formaldehyde - but it does.
A rash of similar complaints has been filed in courts around the country. The class in San Diego claims the defendants falsely advertise that the product "Contains No Formaldehyde!!" had "No Harsh Chemicals" and is "Formaldehyde Free."
These false claims induced class members to pay the extra money, believing that it was safe to apply Brazilian Blowout without gloves and masks, even for people who are sensitive to formaldehyde, according to the complaint.
The false claims were devastating to professional hair stylists who used it in the course of business and harmed customers and lost business from it, according to the two named plaintiffs, both of them owners of hair salons.
Class representatives Jennifer Acitelli Meints and Diana Salinas seek more than $5 million in class damages for fraud by omission, unjust enrichment, breach of warranty, intentional misrepresentation, false advertising and violation of business laws. They are represented by Theodore O'Reilly with the Initiative Legal Group of Los Angeles.