Olay Retinol Cleansers Fail to Deliver Advertised Skincare Benefits, Class Action Lawsuit Alleges

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A proposed class action lawsuit alleges that Olay retinol cleansers do not deliver the skincare benefits associated with retinol and are therefore falsely advertised.

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The 31-page lawsuit explains that retinol is a form of vitamin A often included in over-the-counter creams, gels and serums, purportedly to help reduce signs of natural aging, such as fine lines, wrinkles and dark spots. “Retinol, however, takes time to work,” the complaint says, sharing that the ingredient requires “long-term, consistent exposure” to the skin to impart these effects.

The filing alleges the Olay cleansers are deceptively marketed as able to offer the potential anti-aging benefits of retinol since the ingredient does not stay in contact with the skin long enough to be absorbed and take effect. As the case tells it, this is because the cleansers are meant to be applied and rinsed off immediately.

“Washing off retinol within seconds after application means the retinol will not and cannot provide the advertised benefits,” the suit contends.

The Olay retinol cleanser lawsuit claims the following products are falsely advertised by manufacturer Procter & Gamble (P&G):

• Olay Cleaning & Renewing Body Wash with Retinol;
• Olay Nighttime Rinse-off Body Conditioner with Retinol;
• Olay Smoothing Daily Facial Cleanser Retinol 24 + Peptide;
• Olay Renewing Exfoliating Cleanser with Retinol; and
• Olay Cleansing Melts + Retinol.

According to the complaint, retinol products are effective only if they remain on the skin long enough to permeate its outermost layer and convert into retinoic acid—a process that the case says takes hours and must be repeated daily.

“P&G exploits consumers’ perception of retinol’s benefits and their lack of knowledge about how retinol works by deceptively advertising and selling an array of retinol facial and skin cleansers that purport to deliver the commonly understood dermatologic benefits of retinol—but are rinsed off right away, therefore minimizing their contact time with the target organ, in this case the skin,” the case contends.

The complaint also alleges the Olay cleansers fail to provide advertised skincare benefits because P&G does not maintain the strict storage conditions required for retinol to remain effective. Per the filing, retinol must be stored in aluminum tubes and in an environment below 68 degrees Fahrenheit. The cleansers are neither shipped nor stored at retail stores at the proper temperature, and the defendant packages the products in plastic containers rather than aluminum, the case says.

The suit argues that consumers would not have paid as much for the Olay retinol cleansers, or bought them at all, had they known the truth about the products.

The lawsuit looks to represent anyone in the United States who purchased one or more of the Olay cleansers listed on this page during the applicable statute of limitations period.

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