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Woolite Buyers Ink $3.3M False Ad Deal Over Color Claims


June 9, 2023

Reckitt Benckiser customers who accused the company of falsely marketing and labeling its Woolite brand laundry detergent with the phrases “color renew” or “revives colors” have asked a California federal judge to give her preliminary blessing to a $3.27 million nonreversionary settlement reached to resolve claims in the class action.

In a motion filed Thursday, class counsel told U.S. District Judge Beth Labson Freeman the plaintiffs reached a $3,275,000 deal with the British multinational consumer goods giant to resolve claims it misled customers by advertising and labeling its Woolite brand detergent as reviving or renewing color to clothing.

The customers alleged the representations were false or misleading, because the detergent neither “revives” nor renews colors. They brought claims against Reckitt Benckiser on behalf of three proposed classes of residents from California, New York and Massachusetts. Last year, Judge Freeman certified the three state classes.

“While plaintiffs believe both the facts and the law ultimately favored their position, the proposed settlement is poised to deliver meaningful relief without requiring further delay and expense,” Thursday’s unopposed bid for preliminary approval reads. “The settlement provides a $3.275 million non-reversionary cash fund from Reckitt. This is an exceptionally strong result for the class given that plaintiffs’ expert estimated that price premium damages for all three classes would total $3.7 million.”

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The classes are represented by Eric Kafka, Geoffrey Graber, and Theodore Leopold of Cohen Milstein Sellers & Toll PLLC.

Read Woolite Buyers Ink $3.3M False Ad Deal Over Color Claims.