Vance v. Church & Dwight Co., Inc.

CourtDistrict Court, E.D. California
DecidedMarch 29, 2023
Docket2:22-cv-00044
StatusUnknown

This text of Vance v. Church & Dwight Co., Inc. (Vance v. Church & Dwight Co., Inc.) is published on Counsel Stack Legal Research, covering District Court, E.D. California primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Vance v. Church & Dwight Co., Inc., (E.D. Cal. 2023).

Opinion

1 2 3 4 5 6 7 8 UNITED STATES DISTRICT COURT 9 EASTERN DISTRICT OF CALIFORNIA 10 11 SHARI VANCE, on behalf of herself No. 2:22-cv-00044-MCE-KJN and all others similarly situated, 12 Plaintiff, 13 MEMORANDUM AND ORDER v. 14 CHURCH & DWIGHT CO., INC., 15 Defendant. 16

17 18 Through this class action, Plaintiff Shari Vance (“Plaintiff”), individually and on 19 behalf of all others similarly situated, seeks relief from Defendant Church & Dwight Co., 20 Inc. (“Defendant”) arising from the labeling and sale of Zicam Pre-Cold Products. See 21 First Am. Compl., ECF No. 20 (“FAC”). Plaintiff’s FAC lists the following causes of 22 action: (1) breach of express warranty; (2) breach of implied warranty of merchantability; 23 (3) breach of implied warranty of fitness for a particular purpose; (4) violation of 24 California’s Consumer Legal Remedies Act, California Civil Code §§ 1750 et seq. 25 (“CLRA”); (5) violation of California’s False Advertising Law, California Business and 26 Professions Code §§ 17500 et seq. (“FAL”); (6) violation of the “unlawful prong” of 27 California’s Unfair Competition Law, id. §§ 17200 et seq. (“UCL”); (7) violation of the 28 “fraudulent prong” of the UCL; (8) violation of the “unfair prong” of the UCL; and 1 (9) unjust enrichment. See FAC, at 14–24. Presently before the Court is Defendant’s 2 Motion to Dismiss Plaintiff’s FAC, ECF No. 30, which has been fully briefed. ECF Nos. 3 31 (“Def.’s Mem.”), 33 (“Pl.’s Opp’n”), 34. For the reasons set forth below, Defendant’s 4 Motion is GRANTED in part and DENIED in part.1 5

6 BACKGROUND2 7

8 A. General Allegations Relating to Zicam Pre-Cold Products3 9 The Zicam Pre-Cold Products at issue here include Zicam brand Original 10 RapidMelts, Ultra RapidMelts, Oral Mist, Wild Cherry Lozenges, Medicated Fruit Drops, 11 Elderberry Citrus RapidMelts, and Elderberry Medicated Fruit Drops, all of which are 12 allegedly substantially similar as they each claim to be homeopathic remedies with the 13 active ingredients zincum aceticum and zincum gluconicum. The Pre-Cold Products 14 include the same statements on the product packaging, specifically that each product 15 (1) “reduces duration of the common cold,” and reduces the severity of cold symptoms, 16 sore throat, stuffy nose, sneezing, coughing, and nasal congestion; (2) is a “COLD 17 REMEDY” that “SHORTENS COLDS”; and (3) is a “PRE-COLD MEDICINE” that users 18 should “TAKE AT THE FIRST SIGN OF A COLD.” Furthermore, each Pre-Cold Product 19 instructs users to “use at the first sign of a cold and continue to use until symptoms 20 completely subside.”4 Plaintiff alleges that the Zicam Cold Reduction Statements are 21 misrepresentations that have the tendency or capacity to deceive or confuse reasonable 22

23 1 Because oral argument would not have been of material assistance, the Court ordered this matter submitted on the briefs. E.D. Local Rule 230(g). 24 2 The following recitation of facts is taken, primarily verbatim, from Plaintiff’s FAC. 25 3 According to Defendant, it “acquired Zicam in late 2020.” Def.’s Mem., at 8; see FAC ¶ 8 (“During part of the class period, Zicam Pre-Cold Products were made, marketed, and distributed by 26 Matrixx Initiatives, Inc., and its wholly owned subsidiary Zicam LLC. However, Defendant . . . claims that it is the ‘successor company, by way of merger . . .’”). 27

4 The foregoing statements shall collectively be referred to as the “Zicam Cold Reduction 28 Statements.” See Def.’s Mem., at 9. 1 consumers into believing that the Zicam Pre-Cold Products will reduce the duration and 2 severity of the common cold, or otherwise provide medicinal benefits with respect to 3 colds, when in fact, they are no more effective than a placebo. 4 According to the FAC, studies show that zinc lozenges are no more effective than 5 a placebo. In 2007, professors from the Stanford and University of Virginia Schools of 6 Medicine conducted a review of studies that examined the efficacy of zinc lozenges, 7 nasal sprays, and nasal gels as treatments for the common cold, and evaluated the zinc 8 studies against eleven predetermined criteria necessary for a valid experimental design. 9 This review purportedly found that only two of the examined zinc lozenge studies met all 10 eleven criteria: the Macknin Study published in 1998 and the Turner Study in 2000. 11 Both studies allegedly reported that zinc lozenges have no effect on the symptom 12 severity and duration of the common cold. Furthermore, Plaintiff alleges that, in a 13 consumer guide to effective cold treatments, the Mayo Clinic includes zinc in a long list 14 of ineffective cold remedies. The FAC also states the following: 15 Although Defendant lacks scientifically valid substantiation for the claims that Zicam Pre-Cold Products prevent or mitigate 16 cold symptoms, that is not the basis for the claims alleged here. Instead, the crux of this case is that—irrespective of 17 Defendant’s lack of substantiation—the labeling statements at issue here are affirmatively false or misleading, or otherwise 18 have the capacity to deceive or confuse reasonable consumers. In other words, Plaintiff is not arguing that 19 Defendant has the burden to prove that its products are effective or that it must conduct tests showing its products are 20 effective; instead, Plaintiff argues that she can affirmatively prove that Defendant’s products are no more effective than a 21 placebo. The reason is that, contrary to the labeling: 22 • Zicam Pre-Cold Products are not a “Cold Remedy” and do not “Shorten[] Colds.” 23 • Zicam Pre-Cold Products do not “reduce[] [the] duration of 24 the common cold” and do not “reduce[] [the] severity of cold symptoms.” 25 • Zicam Pre-Cold Products are not “medicine.” 26 • Taking Zicam Pre-Cold products “at the first sign of a cold” 27 has no beneficial effect on the duration or severity of cold symptoms. 28 1 • Zicam Products are no more effective than a placebo. 2 FAC ¶ 32 (alterations in original). 3 B. Plaintiff’s Purchase of a Pre-Cold Product 4 In approximately mid-June or early July 2021, Plaintiff was specifically looking for 5 a product that would help reduce the duration or severity of her cold symptoms and 6 subsequently purchased Zicam RapidMelts5 from a Rite Aid store in or near Roseville, 7 California. After a careful reading of the label on the product packaging, Plaintiff 8 allegedly relied upon the Zicam Cold Reduction Statements provided on the RapidMelts’ 9 label in addition to the statement that taking it would help her “go from pre-cold to no 10 cold faster.” According to Plaintiff, she used the entire package of RapidMelts as 11 directed but did not obtain the advertised relief from cold symptoms, nor any benefits. 12 To the best of her recollection, Plaintiff purchased RapidMelts for approximately $12, 13 which was purportedly more expensive than other cold remedies available at the store; 14 however, the aforementioned statements on the product packaging persuaded her to 15 spend more on RapidMelts than on the other alternative cold remedies. 16 17 STANDARD 18 19 On a motion to dismiss for failure to state a claim under Federal Rule of Civil 20 Procedure 12(b)(6),6 all allegations of material fact must be accepted as true and 21 construed in the light most favorable to the nonmoving party. Cahill v. Liberty Mut. Ins. 22 Co., 80 F.3d 336, 337–38 (9th Cir. 1996). Rule 8(a)(2) “requires only ‘a short and plain 23 statement of the claim showing that the pleader is entitled to relief’ in order to ‘give the 24 defendant fair notice of what the . . . claim is and the grounds upon which it rests.’” Bell 25 Atl. Corp. v. Twombly, 550 U.S. 544, 555 (2007) (quoting Conley v.

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Bluebook (online)
Vance v. Church & Dwight Co., Inc., Counsel Stack Legal Research, https://law.counselstack.com/opinion/vance-v-church-dwight-co-inc-caed-2023.