Class Doubts Dial's Claims for Sexy Soap

[Foxy Brown]

Dial pushes its "Body Wash" soap with bogus claims that it contains pheromones that attract women, a customer claims in a federal class action.

Lead plaintiff Frank Ortega says: "On defendants' promotional web site about the products, defendants state: 'We're not saying that our new pheromone-enhanced body wash will cause you to be attacked by hordes of sex-crazed females, but if that is your endgame, you should consider it a piece of the equation not to be ignored.'"

Dial advertises its soap with a number of attention-grabbing phrases, the complaint states, including "Pheromone-Infused, Attraction Enhancing Body Wash," and "Magnetic." The ads state: "'You don't need the help, but it doesn't hurt to increase your odds. Dial® for Men Magnetic"! body wash is clean rinsing and moisture rich, so you get a great clean without drying your skin, and leaves you smelling so good women can't help but notice,'" according to the complaint.

The complaint continues: "The back of the Products' label, under Directions, states '1. Squeeze Magnetic body wash onto a washcloth, sponge, poof, hands - whatever. 2. Lather up. 3. rinse off. 4. Stand back and watch the magic happen.'"

Ortega seeks an injunction, corrective advertising, costs, and damages for consumer law violations and unfair competition.