Gillette in proposed $7.5 million settlement for alleged false and misleading marketing

Firstly here is the offending advertisement:

Here is the website about the settlement.

And here is the press release about it:

If You Acquired a Gillette M3Power Razor Between May 1, 2004 and October 31, 2005 You May Be Entitled to Benefits from a Class Action Settlement

There is a proposed class action settlement with The Gillette Company in a class action lawsuit called In re M3Power Razor System Marketing & Sales Practices Litigation.

The lawsuit claims that Gillette’s advertisements stating that the M3Power Razor (“M3P”) “raises or stimulates hair up and away from the skin” were false and misleading and violated consumer-related laws in the USA and Canada. In mid-2005, Gillette deleted those representations from its ads.  The proposed Settlement is not an admission of wrongdoing or an indication that any law was violated.  The Court has not ruled on the merits of the plaintiffs’ claims or on the defenses made by Gillette.  Gillette denies the allegations but agreed to the proposed Settlement to resolve this class action.  This lawsuit is not about the safety of the M3Power Razor.

The proposed Settlement provides $7,500,000 to benefit Settlement Class Members who obtained an M3P in the USA between May 1, 2004 and September 30, 2005 and in Canada between May 1, 2004 and October 31, 2005. M3Ps purchased for re-sale are not included.

The proposed Settlement will provide Settlement Class Members who submit a valid, timely claim with either a refund (a minimum of $13 US or $16.25 Canadian, depending on the place of purchase) for their M3P, or up to two $5 US rebates (up to a total of $10 US, or the equivalent in Canadian dollars) for any M3Power blades and/or any Fusion or Fusion ProGlide razor purchased before May 2, 2011, or a new Gillette manual men’s razor as a replacement, and other relief.

Claims are limited to one per person and three per household.  If claims exceed the amount available for benefits, there will be no benefit for replacement razors and the refunds and rebates will be reduced in proportion.  If claims do not exceed the amount available, additional benefits may be distributed.

Ben Barnow, Barnow and Associates, P.C. and Robert M. Rothman, Robbins Geller Rudman & Dowd LLP have been appointed as Settlement Class Counsel.  If approved, Gillette will pay fees, costs, and expenses of Settlement Class Counsel, as well as incentive awards to the individuals who brought the lawsuit.  These amounts will not be deducted from the proposed Settlement.  You may hire your own attorney, if you wish, at your own expense.

If you do not want to be legally bound by the proposed Settlement, you must exclude yourself in writing, postmarked by March 4, 2011, and sent to the Settlement Administrator at the address below.  If you stay in the Settlement Class, you may file a claim. Claims must be postmarked by May 2, 2011.  You may object to any aspect of the proposed Settlement.  Objections must be postmarked by March 4, 2011.  You also may request in writing to appear at the Final Fairness Hearing, which will be held on March 25, 2011 at 2:00 p.m. The U.S. District Court for the District of Massachusetts will consider whether the proposed Settlement is fair, reasonable, and adequate and the motion for attorneys’ fees, costs, and expenses. The Court will also consider objections at that time.

This is only a summary of the proposed Settlement.  For a more detailed Notice, a copy of the Settlement Agreement, and how to file a claim: call: 1-877-506-4030, visit:, or write to:  M3Power Settlement, P.O. Box 2302, Faribault, MN 55021-9002.


  1. This is just one example of an offending ad. I remember many more, and they were worse.
    This example, from 2004, just makes a brief statement: “Turn it on, and micro-pulses raise the hair for the closest shave ever.”

    I remember ads where we got to see the animated micro-pulses “raising” the animated hairs.

  2. The ironic thing is that there is a simple way to raise the hair from the skin so that it is easier to cut. It is called traditional shaving and it involves using a brush to make a lather.

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