A Short Story About How 
a Cosmetics Brand Can Pay 
a lot Because of Wrong Marketing

24/09/2024

Earlier this month, a settlement was reached in the case known as Kandel, et al., versus Dr. Dennis Gross Skincare, LLC. 

 

Dr. Dennis Gross Skincare is a luxury skincare brand founded by dermatologist Dr. Dennis Gross. The products are distributed and sold globally in spas, Sephora stores and other drugstores.

 

The class action lawsuit that was filed against the brand concerned the products labeled as “C+Collagen” and purporting to contain collagen.

 

Although Dr. Dennis Gross Skincare hasn’t admitted any wrongdoing, the company agreed to pay $9.2 million to resolve the class action lawsuit. As a result, US consumers who purchased any “C+Collagen” product between March 10, 2016, and June 28, 2024 are eligible for a refund.

 

What conclusions can we, as beauty industry experts, draw from this story?

 

Let's look at the consumer side first - each of them claimed that they would not be interested in “C+Collagen” products or would not pay a higher price if they knew about the non-collagen composition. 

 

Consumers are not used to going into details. Often, they do not have the time and the knowledge to do that. They are seeking for simple and specific information. Consumers want and have the right to believe that the information provided on the label is 100% true. 

 

What about the defense line?

 

The Dr. Dennis Gross Skincare representatives defended the “C+Collagen” label by explaining how the products contain Vitamin C, which promotes production of collagen in human skin. 

 

Is this really enough information?

 

Well... it is not that simple...

 

Vitamin C is an active ingredient, but as with all active ingredients, its effect depends on many factors including concentration in the final composition, physicochemical form of the product, type and amount of other ingredients and the method and effectiveness of penetration through the skin layers.

 

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As the “C+Collagen” case shows, a proper marketing strategy is key. One mistake can have huge financial consequences, affect brand perception and customer trust.

 

Let's remember that skincare is a combination of chemistry, physiology, biology and even physics that is wrapped in mind-catching phrases and alluring headlines. And all this should be done with a fair amount of accuracy and responsibility.