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Arm & Hammer “Natural” Deodorant - Class Action Lawsuit Over “Natural” Claim
I thought this was very interesting:
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5 Replies
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Their marketing schtick has caught up with them.
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Very interesting. I wonder what would have happened if they went through with the lawsuit.
Also, I wonder what exactly the lawsuit claimed. The article just says the lawsuit was because their product didn’t contain only “natural” ingredients. Isn’t pretty much every ingredient both “natural” and non-natural? -
Perry makes a great point. I reread the article to see if they used a qualifier for what is “natural.” Again unless they endorse and cite a credible natural standard they really have a difficult time proving what is natural and not natural.
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I think the major issue is that they use Triclosan as the antimicrobial in the formulation which is completely synthetic. But, they also use diglycol, propylene glycol, EDTA, colorants, etc.
I suspect that the class action lawsuit was settled because Dwight & Church did not want the negative PR from a full-blown suit and betting that very few consumers are going to actually apply for the refund. -
I think it is imperative for marketers to watch their claims and the psychological effect it can have on consumers. I feel the best thing is to be conservative and let the consumers make their own judgments. There was the case of Estee Lauder in 2013, here.
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