Dove Men+Care “0% Aluminum” Deodorant Faces ‘No Alcohol’ Labeling Lawsuit
- A New York consumer has sued Unilever, alleging Dove Men+Care 0% Aluminum deodorants are misleadingly labeled “no alcohol.”
- The complaint points to benzyl alcohol on the ingredient list and seeks nationwide class certification.
- Claims include deceptive trade practices, false advertising, fraud, and breach of warranty.
Key Facts
- Defendant: Unilever United States, Inc.
- Product: Dove Men+Care 0% Aluminum deodorants
- Label at issue: “0% Aluminum – No Alcohol” (front panel).
- Challenged ingredient: Benzyl alcohol (listed on back panel).
- Court: U.S. District Court, Southern District of New York.
Allegations
The lawsuit contends that a reasonable consumer interprets “no alcohol” to mean the product is completely free of alcohol-based compounds. According to the filing, the presence of benzyl alcohol contradicts that message and may cause redness, itching, or other irritation—concerns commonly associated with alcohol-containing personal-care products.
The plaintiff argues that any disclosure of benzyl alcohol in smaller print on the ingredient panel does not cure the alleged deception on the principal display panel.
Legal Theories
- New York General Business Law §§ 349 & 350 (consumer deception and false advertising)
- Common-law fraud and misrepresentation
- Breach of express and implied warranties
- Unjust enrichment
The complaint seeks monetary damages, restitution, disgorgement of profits, and corrective labeling or advertising.
Class Definition Sought
The plaintiff asks the court to certify:
- A nationwide class of all U.S. purchasers of Dove Men+Care 0% Aluminum deodorants during the relevant period
- New York sub-classes for state-specific statutory claims
What’s Next
Unilever has not yet filed a response. The company may challenge the sufficiency of the pleadings or contest class certification. If the case advances past initial motions, discovery is expected to focus on the decision-making behind the “no alcohol” claim, the role of benzyl alcohol in the formulation, and any impact on consumers.