Prescott v. Reckitt Benckiser LLC

District Court, N.D. California·Decided July 29, 2022·No. 5:20-cv-02101·Unknown

Opinion

1 2 3 4 UNITED STATES DISTRICT COURT 5 NORTHERN DISTRICT OF CALIFORNIA 6 SAN JOSE DIVISION 7 8 STEVEN ROBERT PRESCOTT, et al., Case No. 20-cv-02101-BLF 9 Plaintiffs, ORDER GRANTING PLAINTIFFS’ MOTION FOR CLASS 10 v. CERTIFICATION 11 RECKITT BENCKISER LLC, 12 Defendant. [Re: ECF 111] 13 14 15 Plaintiffs bring this putative class action against Defendant Reckitt Benckiser LLC 16 (“Reckitt”) on behalf of consumers who purchased Woolite laundry detergent labeled with the 17 phrases “COLOR RENEW” and/or “revives colors” (collectively, “the color renew/revive 18 representation”). Plaintiffs assert that the color renew/revive representation was false or 19 misleading, because Woolite laundry detergent does not renew or revive color in clothing. They 20 assert consumer claims on behalf of the residents of three states, California, New York, and 21 Massachusetts. 22 Plaintiffs move for certification of a California class, a New York class, and a 23 Massachusetts class of consumers. Reckitt opposes certification. The motion is GRANTED for 24 the reasons discussed below. 25 I. BACKGROUND 26 In 2017, Reckitt launched a new marketing campaign for its Woolite brand laundry 27 detergents. See Kafka Decl. ¶ 3 and Exh. 1; Exh. 7, Fuentes Dep. 33:18-24. Reckitt changed the 1 marketing those products by representing that the reformulated detergent would “renew” and 2 “revive” color in clothing. See Kafka Decl. ¶ 3 and Exh. 1; Exh. 7, Fuentes Dep. 33:18-24. On 3 100% of those detergent bottles, the back label displayed the phrase “revives colors” as part of a 4 prominent graphic showing that the reformulated detergent “smooths rough fibers” and “removes 5 pilling and fuzz” with the end result that it “revives colors.” See Henry Exh. 14, Tyrell Decl. ¶¶ 5- 6 10. On approximately 57% of the bottles, the back label also displayed the phrase “HOW 7 COLOR RENEW WORKS” inside a rainbow-colored hexagon. See id. Finally, on 8 approximately 55% of the bottles, the front label displayed the phrase “COLOR RENEW” inside a 9 rainbow-colored hexagon. See id. 10 In conjunction with the new marketing campaign, Reckitt implemented a % increase in 11 its wholesale prices for all sizes of Woolite Gentle Cycle detergent and Woolite Darks detergent, 12 with the exception of the See Kafka Decl. Exh. 3, Tedesco 13 Dep. 90:23-91:3. Although it did not increase the wholesale price for the Reckitt 14 cancelled a previously-planned decrease in the wholesale price for those bottles. See Kafka Exh. 15 20, Pinsonneault Report ¶¶ 60-61. 16 A competitor in the detergent market, Procter & Gamble, initiated a challenge to Reckitt’s 17 advertising with the National Advertising Division (“NAD”) of the Council of Better Business 18 Bureaus.1 See Kafka Exh. 37, Procter & Gamble’s Challenge. Among other things, Procter & 19 Gamble asserted that Reckitt’s claim that Woolite detergent “revives color” is misleading because 20 Woolite detergent does not add color back to fabrics. See Kafka Exh. 37, Procter & Gamble’s 21 Challenge at 14. In August 2019, the NAD issued a decision recommending that Reckitt 22 discontinue its claim that Woolite detergent “revives color.” See Kafka Exh. 41, NAD 23 Recommendation at 16. Reckitt voluntarily agreed to discontinue the “revives color” claim. See 24 id. Reckitt stopped distributing Woolite bottles with the allegedly misleading labels in April 2021. 25 See Kafka Decl. Exh. 2. 26 1 “The Council isn’t a binding arbitral body, an administrative agency, or a judicial tribunal. 27 Rather, it’s a private organization that offers a voluntary, alternative setting for resolving 1 Plaintiff Steven Robert Prescott, a California resident, filed this putative class action in 2 March 2020 on behalf of a California class of consumers. See Compl., ECF 1. He filed a first 3 amended complaint (“FAC”) in May 2020. See FAC, ECF 24. The Court granted in part and 4 denied in part Reckitt’s motion to dismiss the FAC, without leave to amend. See Order, ECF 70. 5 The Court thereafter granted Prescott’s unopposed motion for leave to file a second amended 6 complaint (“SAC”) adding additional named plaintiffs from California, New York, Massachusetts, 7 and Washington, and additional state law claims. See Order, ECF 90; SAC, ECF 91. Pursuant to 8 stipulation, the only named plaintiff from Washington and the only claim under Washington state 9 law were voluntarily dismissed on July 19, 2021. See Stip., ECF 98. 10 The operative SAC now contains the following claims, asserted by named plaintiffs Steven 11 Robert Prescott, Donovan Marshall, Maria Christine Anello, Darlene Kittredge, Treahanna 12 Clemmons, and Susan Elizabeth Graciale, on behalf of the residents of California, New York, and 13 Massachusetts: (1) violation of California’s Unfair Competition Law, Cal. Bus. & Prof. Code § 14 17200 et seq.; (2) violation of California’s Consumers Legal Remedies Act, Cal. Civ. Code § 1750 15 et seq.; (3) Quasi-Contract Claim for Restitution under California Law; (4) violation of New York 16 General Business Law § 349 et seq.; (5) violation of New York General Business Law § 350 et 17 seq.; (6) [dismissed]; and (7) violation of Massachusetts General Law Chapter 93A. 18 Plaintiffs seek certification of three classes:

19 California Class: All residents of California who purchased Woolite laundry detergent with a label bearing the phrases “Color Renew” and/or “revives colors” 20 from February 1, 2017 to the present.

21 New York Class: All residents of New York who purchased Woolite laundry detergent with a label bearing the phrases “Color Renew” and/or “revives colors” 22 from February 22, 2018 to the present.

23 Massachusetts Class: All residents of Massachusetts who purchased Woolite laundry detergent with a label bearing the phrases “Color Renew” and/or “revives 24 colors” from February 22, 2017 to the present. 25 II. LEGAL STANDARD 26 Federal Rule of Civil Procedure 23 governs class certification. “The party seeking class 27 certification has the burden of affirmatively demonstrating that the class meets the requirements of 1 marks and citation omitted). “As a threshold matter, a class must first meet the four requirements 2 of Rule 23(a): (1) numerosity, (2) commonality, (3) typicality, and (4) adequacy of 3 representation.” Id. 4 “In addition to Rule 23(a)’s requirements, the class must meet the requirements of at least 5 one of the three different types of classes set forth in Rule 23(b).” Stromberg, 14 F.4th at 1066 6 (internal quotation marks and citation omitted); see also Olean Wholesale Grocery Coop., Inc. v. 7 Bumble Bee Foods LLC, 31 F.4th 651, 664 (9th Cir. 2022). “To qualify for the third category, 8 Rule 23(b)(3), the district court must find that ‘the questions of law or fact common to class 9 members predominate over any questions affecting only individual members, and that a class 10 action is superior to other available methods for fairly and efficiently adjudicating the 11 controversy.’” Olean, 31 F.4th at 664 (quoting Rule 23(b)(3)). 12 “Before it can certify a class, a district court must be satisfied, after a rigorous analysis, 13 that the prerequisites of both Rule 23(a) and 23(b)(3) have been satisfied.” Olean, 31 F.4th at 664 14 (internal quotation marks and citation omitted). “[P]laintiffs must prove the facts necessary to 15 carry the burden of establishing that the prerequisites of Rule 23 are satisfied by a preponderance 16 of the evidence.” Id. at 665.

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