Market Overview

Baron and Budd Investigating Possible Deceptive Advertising Claims Against AVON Anew Clinical Thermafirm Face Lifting Cream and AVON Anew Reversalist Renewal Serum


After recently filing a class action lawsuit against AVON for misrepresenting certain products to consumers, the national law firm of Baron and Budd is now investigating AVON's new line of "ANEW" products, including the Anew Clinical Thermafirm Face Lifting Cream and Anew Reversalist Renewal Serum. The lawsuit and investigation address potential deceptive claims in the marketing surrounding AVON's Anew line of “anti-aging” products. Baron and Budd attorneys Roland Tellis and Mark Pifko represent the plaintiffs in the lawsuit. This case is believed to be the first lawsuit filed against AVON for the misrepresentation of its Anew products.

Just last month, the FDA issued a warning to AVON about the company's Anew line of products, which stated that the products have been misrepresented to consumers. In the warning letter, the FDA demanded that AVON tone down its claims about the Anew products. This language currently in use suggests that AVON's Anew products can change the structure or function of the body, which, under FDA regulations, would classify the products as drugs. For a company to sell drugs, they must have FDA approval, which requires detailed product testing and could take years. But according to the FDA warning letter, AVON's Anew products “are not generally recognized among qualified experts as safe and effective” for its advertised uses.

“Though we have already filed a lawsuit against AVON, there is more that needs to be done to curtail the company's deceptive advertising regarding various products,” said attorney Mark Pifko. “AVON has crossed the line with the Anew products. The company used aggressive marketing tactics specifically designed to mislead consumers into thinking that the products offered ‘at-home answers' to ‘procedures found in a dermatologist's office,' and were capable of turning back time when they are not.”

In the advertising materials associated with AVON's Anew product line, the company promises superior results when compared to other, similar products. As discussed in the complaint, AVON utilizes these deceptive advertising claims to charge consumers more money for their products than similar ones on them market, therefore possibly cheating consumers out of thousands. In fact, just last year the beauty industry made almost $3 billion in profits for anti-wrinkle products alone.

If you have purchased AVON's Anew Clinical Thermafirm Face Lifting Cream or Anew Reversalist Renewal Serum, we want to talk to you right away. Please contact as at 1.800.222.2766 or email for more information.

About Baron & Budd, P.C.

The law firm of Baron & Budd, P.C., with offices in Dallas, Baton Rouge, Austin and Los Angeles, is a nationally recognized law firm with over 30-years of "Protecting What's Right" for people, communities and businesses harmed by negligence. Baron & Budd's size and resources enable the firm to take on large and complex cases. The firm represents individuals, governmental and business entities in areas as diverse as water contamination, Gulf oil spill, Qui Tam, California Proposition 65 violations, unsafe drugs and medical devices, Chinese drywall, deceptive advertising, consumer financial fraud, securities fraud and asbestos cancers such as mesothelioma.

Baron & Budd
Susan Knape, 214-629-0596
Amanda Theaker, 214-991-1051

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