Burt’s Bees Accused of Misrepresenting’ Highly Synthetic’ Dog Shampoo as Natural
According to a new class action lawsuit, Burt’s Bees committed “mass deception” on American pet owners by falsely marketing its animal shampoos as “99.7% natural.”
Plaintiff Moshe Goldfarb of New York filed a class action lawsuit against Burt’s Bees, Inc. in federal court in New York on Thursday, June 3, alleging violations of New York General Business Law.
Because his Rottweiler-Golden Retriever dog, Bo, has sensitive skin, Goldfarb purchased Burt’s Bees Oatmeal Shampoo for Dogs along with Burt’s Bees 2-in-1 Tearless Shampoo & Conditioner for Puppies this April 28.
As per the class action, he later discovered that the majority of the components in the products are synthetic.
Moreover, defendant Burt’s Bees manufactured a line of dog shampoos and conditioners claimed to be “99.7% natural” but were actually highly synthetic.
Burt’s has committed a tremendous deception on the American pet parent consumers by promoting its pet shampoos in this manner.
The Class Action Lawsuit
Following Bo’s grooming with the shampoo and conditioner, Goldfarb discovered via his own investigation that one of the stated ingredients, coco betaine, is neither natural nor benign. He also claims that it penetrates the skin and can be hazardous to the pet.
According to the class action lawsuit, owners of dogs and cats have reported that their pets died shortly after using Burt’s Bees shampoos or conditioners.
One veterinarian even stated in the class action that they had witnessed multiple examples of cats dying of poisoning after using Burt’s Bees products, most likely after ingesting the shampoo while grooming.
Following the allegation, the complaint claims that a Burt’s Bees spokesperson stated that soap makes up a major portion of the product.
According to Goldfarb, the fact that 15 percent to 17 percent of the product is “soap” suggests that instead of 0.3% synthetic ingredient content, the products contained chemical constituents at least 50 times than represented.
Burt’s Bees also makes a line of shampoos for humans, including babies, according to Goldfarb, with the same claims of being almost 100 percent natural.
In 2007, Burt’s Bees was purchased by the Clorox Corporation. It was selling a whole line of pet care shampoos and presenting its pet care line in the “natural” image by 2013, as per Goldfarb, to capitalize on the trend for natural and organic pet care products.
As a result, the company has been able to raise its prices. Other pet shampoos made by the same type of manufacturer, Fetch for Pets, are said to be honest about their contents and do not claim to be almost 100% natural, according to the class action.
The class action also claims that Fetch for Pets costs $3.97 for a 20 oz. bottle on Amazon, or $0.20 per ounce, while the falsely marketed 16 oz. Burt’s Bees products cost $6.98, or $.43 per ounce. Therefore, it appears that Burt’s enjoys a price premium of more than 100% as a result of its dishonest behavior.
Goldfarb seeks to represent anyone in New York who purchased one of 15 Burt’s Bees pet shampoos or products marketed as 99.7% natural.
He is seeking certification of the class action and a permanent injunction prohibiting Burt’s Bees from labeling its shampoo as “all-natural” or “totally natural” under New York General Business Law. He also demands damages, fees, and costs, as well as a jury trial.
Burt’s Bees has already faced class action lawsuits for its “natural” branding. Its products advertised as “natural” were allegedly filled with synthetic substances, according to a class action lawsuit filed in 2001.
Editor’s Note on Burt’s Bees’ Class Action Lawsuit:
This article is published to inform you of the latest class action lawsuit filed against Burt’s Bees for allegedly committing “mass deception” on American pet owners by falsely marketing its animal shampoos as “99.7% natural.”
Case Name & No.: Moshe Goldfarb v. Burt’s Bees, Inc., Case No. 1:21-cv-04904
Jurisdiction: U.S. District Court, Southern District of New York
Products/Services: Animal shampoos labeled as “99.7% natural”
Allegations: Burt’s Bees falsely markets its animal shampoos as natural when they’re not.
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Suggested Article: Fetch For Pets Food Class Lawsuit 2021.