Having white teeth can boost confidence and make smiling more appealing. When teeth appear yellow, it can dampen one’s smile. Hence, many people turn to teeth whitening products. However, selecting the right product can be challenging, as many brands fail to meet consumer expectations. Recently, HiSmile, a company offering teeth whitening products, has been sued.
Let’s delve into the focus of the HiSmile lawsuit and explore the marketing strategies of the company.
About HiSmile
HiSmile, a corporation based in Delaware, specializes in at-home teeth whitening products. HiSmile offers a range of products designed to improve dental aesthetics without causing sensitivity. It offers various teeth whitening kits, including its signature VIO405™ Teeth Whitening Kit, which uses a combination of PAP+ (phthalimidoperoxycaproic acid) formula and LED light technology for effective whitening results.
Their website also features an array of oral care products, such as toothpaste, mouthwash, and whitening pens, which aim to enhance and maintain dental hygiene. Founded with a focus on innovation in oral care, HiSmile aims to provide effective and convenient solutions for teeth whitening and overall dental health.
HiSmile, founded in 2014, has seen massive success, with expected sales nearing a billion dollars in 2023. Their growth is fueled by aggressive social media marketing targeting young women through influencers and celebrities, leading to a vast online following and significant sales boosts.
HiSmile is responsible for making, selling, and advertising their products. They used deceptive ads to trick people into buying them all across the country, including California.
HiSmile Lawsuit
On June 6, 2024, Aaron Jimenez, Robert Parham, Brittany Hodges, and Ralph Milan, residents of California, filed a class action lawsuit against HiSmile, Inc., in California federal court.
Plaintiff Aaron Jimenez bought the V34 Colour Corrector Serum from the website of HiSmile in November 2022 for about $30. Plaintiff Robert Parham bought the PAP+ whitening strips from Walmart in Los Angeles in 2021 for $30. Plaintiff Brittany Hodges bought several HiSmile products from CVS in December 2023, paying $30 to $45 each. Plaintiff Ralph Milan bought PAP+ Whitening Strips and V34 Colour Corrector Serum from the website for about $29 each.
The plaintiffs, on behalf of themselves and others, have filed a lawsuit against the teeth whitening product company. They claimed that HiSmile had built its brand through fraudulent marketing tactics. These include fake before-and-after ads, misleading celebrity endorsements, and deceptive influencer marketing.
HiSmile uses pseudoscience to explain its product’s effectiveness. Their advertisements mostly focus on “color correction technology,” “light interference technology,” and guaranteed instant results. Using these tactics, HiSmile has made hundreds of millions of dollars in sales.
The products mentioned in the HiSmile lawsuit include:
- V34 Colour Corrector Serum
- Glostik Tooth Gloss
- PAP+ Whitening Strips
- PAP+ Whitening Pen
HiSmile’s Deceptive Marketing Strategy
The HiSmile class action lawsuit alleged that the company used deceptive marketing practices, including fake “before and after” images, misleading editing, and false reviews. They artificially stain teeth for dramatic effects, and employees pose as professionals.
According to the HiSmile lawsuit, products like the V34 Colour Corrector and PAP+ Whitening Pen are advertised with exaggerated results that are not achievable by real users. They use bright lighting and editing to make teeth appear whiter than they are. Many customers have left negative reviews on Amazon, revealing the misleading nature of these advertisements.
HiSmile sued because of shady practices like posting fake positive reviews and removing negative ones. They also allegedly use influencers who pretend to be surprised by their products’ effectiveness. Sometimes, they pay celebrities to endorse their products without saying they don’t use them. Additionally, they claim their products are “clinically proven” to work, but that might not be true.
Allegations against HiSmile Company
- Violation of California Unfair Competition Law
- Violation of California False Advertising Law
- Violation of California Consumers Legal Remedies Act
- Breach of Warranty
- Unjust Enrichment/Restitution
The plaintiffs want to stop HiSmile false advertising strategy and seek fair compensation for themselves and the affected people. They want the court to recognize this lawsuit and appoint them as representatives. They also demand a jury trial for the case.
To conclude,
If you believe that HiSmile misled you into buying their products, you have the option to file a lawsuit or join a class action lawsuit. Contact a skilled lawyer to learn more about your legal options. Remember, it’s important not to trust influencer and celebrity advertisements blindly. Always do your own research before making a purchase.
