This lawsuit claims that Every Man Jack (EMJ) products were deceptively advertised and labeled as “all-natural,” when, in fact, they contain several synthetic ingredients that are not natural or naturally derived. Many of these ingredients are hazardous or toxic and can cause adverse reactions.
One plaintiff in this case, Garret Shank, is a citizen of California who lives in Los Angeles. He purchased many EMJ products on numerous occasions from various Target stores. These products include Every Man Jack Face Lotion, Every Man Jack Face Lotion with SPF, Every Man Jack Face Scrub, and Every Man Jack Face Wash. Based upon advertisements on the EMJ website, in Men’s Health magazine, and on the products’ packaging and labeling, Shank reasonably believed that the products were natural. He was further mislead by the EMJ packaging from the repeated phrase “naturally derived,” depictions of plants and trees, listing of other earth-friendly and health-conscious features of the product, and the wood-grain packaging. If he had known at the time that the products were not natural, he would not have purchased them.
Every Man Jack products are produced and sold by Presidio. By labeling their products as natural, Presidio is able to capture the growing market of health conscious consumers and charge a premium. The website, packaging, and advertisements for EMJ products all portray earthy and non-toxic marketing claims that deceive consumers.
The EMJ product line contains approximately 30 different synthetic ingredients including cocamidopropyl betaine, dimethicone, ethylhexylglycerin, and phenoxyethanol. Ingredients like this are not found naturally and although they may be partially derived from natural products, they are produced in a lab, contain non-natural ingredients, and are processed.
Based on the facts of the case, the plaintiff alleges that Presidio Brands, Inc. committed the following violations: