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Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 1 of 15
`
`UNITED STATES DISTRICT COURT
`SOUTHERN DISTRICT OF FLORIDA
`MIAMI DIVISION
`
`Yesenia Valiente, individually and on behalf of
`all others similarly situated,
`
`
`
`Plaintiff,
`
`Class Action Complaint
`
`- against -
`
`Jury Trial Demanded
`
`Unilever United States, Inc.,
`
`Defendant
`
`
`
`
`
`
`Plaintiff alleges upon information and belief, except for allegations pertaining to Plaintiff,
`
`which are based on personal knowledge:
`
`1. Unilever United States, Inc. (“Defendant”) sells antiperspirant deodorant with added
`
`moisturizers containing natural oil under the Dove Advanced Care brand (“Product”).
`
`
`
`
`
`
`
`

`

`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 2 of 15
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`2.
`
`The label statements include “¼ moisturizers with natural oil,” “go fresh,” a picture
`
`of a fruit or vegetable with seeds, and identification of the active ingredient, “Aluminum
`
`Zirconium Tetrachlorohydrex GLY.”
`
`I.
`
`NATURAL CLAIMS ARE IMPORTANT TO CONSUMERS
`
`3.
`
`Sales of cosmetics based on natural ingredients are growing twice the rate of
`
`traditional cosmetics and exceed $50 billion per year.
`
`4.
`
`Consumers understand front label cosmetic claims of natural ingredients to mean the
`
`entire product does not contain synthetic ingredients and/or all the ingredients of the type identified
`
`in the product are natural.
`
`5. According to Nielsen, whether a cosmetic product contains natural instead of
`
`synthetic ingredients is very important to almost fifty percent of the public.
`
`6. A recent academic publication concluded that consumers would pay at least ten
`
`percent more for cosmetics with claims highlighting the presence of natural ingredients.
`
`7.
`
`There are several reasons why consumers prefer cosmetics with natural, instead of
`
`synthetic ingredients.
`
`8.
`
`First, over three-quarters of U.S. adults believe cosmetics with synthetic ingredients
`
`are associated with detrimental impacts on health and the environment.
`
`9.
`
`This is because such ingredients are highly processed with chemical additives and
`
`solvents, which can cause irritation, allergic reactions, and other harmful effects.
`
`10. Second, one scholar posited “the preference for natural products appeals to a moral
`
`ideology and offers a moral satisfaction.”
`
`II. NATURAL OIL CLAIM IS MISLEADING
`
`11. Consumers interpret cosmetic claims and descriptions using the word “natural”
`
`2
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`

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`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 3 of 15
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`broadly.
`
`12. The Product’s statement of “¼ moisturizers with natural oil” is understood by
`
`consumers to mean the absence of any synthetic and/or synthetically derived ingredients.
`
`13. The Product’s statement of “¼ moisturizers with natural oil” is understood by
`
`consumers to mean all the oil ingredients are not synthetic, not produced through chemical
`
`synthesis or by using chemical compounds, even if these any synthetic ingredients are purportedly
`
`absent from the final ingredient.
`
`A. Small Amount of Oil Ingredients
`
`14. Despite the front label emphasis on “natural” oil, the two oils, “Hydrogenated Castor
`
`Oil” and “Helianthus Annuus (Sunflower) Seed Oil,” are the sixth and twelfth ingredients in order
`
`of predominance by weight.
`
`
`
`Active ingredient
`Purpose
`Aluminum Zirconium
`Tetrachlorohydrex GLY (15.2%)
`… antiperspirant
`Inactive ingredients
`Stearyl Alcohol, C12-15 Alkyl
`Benzoate, Cyclopentasiloxane,
`Isopropyl Palmitate, PPG-14
`Butyl Ether, Hydrogenated Castor
`Oil, PEG-8, Fragrance (Parfum),
`Dimethicone, Silica,
`Polyethylene, Helianthus Annuus
`(Sunflower) Seed Oil, Steareth-
`100, BHT.
`
`
`
`
`15. The amount of “natural” and synthetic oils in the Product is de minimis, relative to
`
`the most predominant ingredients of “Stearyl Alcohol [and] C12-15 Alkyl Benzoate.”
`
`3
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`

`

`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 4 of 15
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`B. Oils are Not Natural
`
`16. Despite the promise of “natural oil,” the most predominant oil in the Product is
`
`“Hydrogenated Castor Oil,” a synthetic ingredient.
`
`17. Hydrogenated castor oil consists of synthetic polyethylene glycol and castor oil.
`
`18. This is produced through ethoxylation, a chemical reaction in which ethylene oxide
`
`is added to the substrate of castor oil.
`
`19. Hydrogenated castor oil is added not for moisturizing but because it is a surfactant,
`
`which lowers the surface tension between two substances.
`
`20.
`
`It is misleading to promote the Product with the claim of “natural oil” when its most
`
`predominant oil, hydrogenated castor oil, is a synthetic ingredient.
`
`21. While “Helianthus Annuus (Sunflower) Seed Oil,” produced from sunflower seeds,
`
`may appear to be more “natural” than hydrogenated castor oil, it is made using chemical reactions
`
`and industrial petrochemicals.
`
`22. To obtain oil from sunflower seeds involves seed preparation, mechanical extraction,
`
`and solvent extraction from the ground oilcakes or expanded material known as “collets.”
`
`23. The solvent used to extract the oil is n-hexane.
`
`24. N-hexane is an industrial chemical obtained from petroleum through fractional
`
`distillation.
`
`25. N-hexane contains structural isomers and chemicals, such as methyl pentane and
`
`methyl cyclopentane, which are synthetic compounds.
`
`26. N-hexane is recognized by public health authorities as a common skin irritant, which
`
`can cause redness, blistering and superficial burns.
`
`27. Medical authorities advise that anyone who may have come into contact with n-
`
`hexane should immediately seek medical advice.
`
`4
`
`

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`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 5 of 15
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`28. Disposal of n-hexane causes environmental damage to the air and water sources.
`
`29.
`
`It is misleading to promote the Product as made with “natural oil” because even
`
`though sunflower seeds are a natural source, obtaining sunflower seed oil requires the ingredient
`
`to undergo a manufacturing process replete with chemical reactions and the use of n-hexane, an
`
`industrial petrochemical solvent.
`
`30. Reasonable consumers do not expect sunflower seed oil, promoted as a “natural oil,”
`
`to be made using synthetic compounds and undergo industrial manufacturing.
`
`31. Since consumers prefer natural ingredients in products due to their beneficial health
`
`and environmental effects over synthetic ingredients, it is misleading to highlight a “natural oil”
`
`made using a synthetic chemical solvent, which in fact has detrimental health and environmental
`
`effects.
`
`32. Defendant makes other representations and omissions with respect to the Product
`
`which are false and misleading.
`
`33. Reasonable consumers must and do rely on a company to honestly and lawfully
`
`market and describe the components, attributes, and features of a product, relative to itself and
`
`other comparable products or alternatives.
`
`34. The value of the Product that Plaintiff purchased was materially less than its value
`
`as represented by Defendant.
`
`35. Defendant sold more of the Product and at higher prices than it would have in the
`
`absence of this misconduct, resulting in additional profits at the expense of consumers.
`
`36. Had Plaintiff known the truth, she would not have bought the Product or would have
`
`paid less for it.
`
`37. As a result of the false and misleading representations, the Product is sold at a
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`5
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`

`

`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 6 of 15
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`premium price, approximately no less than $5.99 per 2.6 oz, excluding tax and sales, higher than
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`similar products, represented in a non-misleading way, and higher than it would be sold for absent
`
`the misleading representations and omissions.
`
`Jurisdiction and Venue
`
`38.
`
`Jurisdiction is proper pursuant to Class Action Fairness Act of 2005 (“CAFA”). 28
`
`U.S.C. § 1332(d)(2).
`
`39. The aggregate amount in controversy exceeds $5 million, including any statutory
`
`damages, exclusive of interest and costs.
`
`40. Plaintiff Yesenia Valiente is a citizen of Florida.
`
`41. Defendant Unilever United States, Inc. is a Delaware corporation with a principal
`
`place of business in Sylvan, Bergen County, New Jersey.
`
`42. The class of persons Plaintiff seeks to represent includes persons who are citizens of
`
`different states from which Defendant is a citizen
`
`43. The members of the class Plaintiff seeks to represent are more than 100 because the
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`Product has been sold with the representations described here, in thousands of locations, in the
`
`states covered by Plaintiff’s proposed classes.
`
`44. Venue in this District is proper because a substantial part of the events or omissions
`
`giving rise to these claims occurred in Miami-Dade County, including Plaintiff’s purchase,
`
`consumption, transactions and/or use of the Product and awareness and/or experiences of and with
`
`the issues described here.
`
`Parties
`
`45. Plaintiff, Yesenia Valiente, is a citizen of Miami-Dade County, Florida.
`
`46. Defendant, Unilever United States, Inc., is a Delaware corporation with a principal
`
`6
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`

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`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 7 of 15
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`place of business in Sylvan, New Jersey, Bergen County.
`
`47. Defendant is the world’s largest consumer packaged goods company, which owns
`
`hundreds of iconic brands, from Ben and Jerry’s Ice Cream to Axe Body Spray to Dove cosmetic
`
`and personal care products.
`
`48. The Product is available to consumers from third party vendors, which includes
`
`grocery stores, dollar stores, warehouse club stores, drug stores, convenience stores, big box stores,
`
`and/or online, and from Defendant's website.
`
`49. Plaintiff purchased the Product on one or more occasions within the statutes of
`
`limitations for each cause of action alleged herein, at stores including Costco, 7795 W Flagler St
`
`#01, Miami, FL 33144, between January 2022 and May 2022, and/or among other times.
`
`50. Plaintiff believed and expected the Product to contain only natural oil ingredients,
`
`that the highlighted ingredients were natural, and that it contained a non-de minimis amount of the
`
`highlighted ingredients because that is what the representations and omissions said and implied on
`
`the front label and in the absence of any reference or statement elsewhere on the Product.
`
`51. Plaintiff relied on the words, terms coloring, descriptions, layout, placement,
`
`packaging, tags, and/or images on the Product, on the labeling, statements, omissions, claims,
`
`statements, and instructions, made by Defendant or at its directions, in digital, print and/or social
`
`media, which accompanied the Product and separately, through in-store, digital, audio, and print
`
`marketing.
`
`52. Plaintiff bought the Product at or exceeding the above-referenced price.
`
`53. Plaintiff would not have purchased the Product if she knew the representations and
`
`omissions were false and misleading or would have paid less for it.
`
`54. Plaintiff chose between Defendant’s Product and products represented similarly, but
`
`7
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`

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`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 8 of 15
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`which did not misrepresent their attributes, requirements, instructions, features, and/or
`
`components.
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`55. The Product was worth less than what Plaintiff paid and she would not have paid as
`
`much absent Defendant's false and misleading statements and omissions.
`
`56. Plaintiff intends to, seeks to, and will purchase the Product again when she can do so
`
`with the assurance the Product's representations are consistent with its abilities, attributes, and/or
`
`composition.
`
`57. Plaintiff is unable to rely on the labeling and representations not only of this Product,
`
`but other similar antiperspirant deodorants made with natural oil ingredients, because she is unsure
`
`whether those representations are truthful.
`
`Class Allegations
`
`58. Plaintiff seeks certification under Fed. R. Civ. P. 23 of the following classes:
`
`Florida Class: All persons in the State of Florida
`who purchased the Product during the statutes of
`limitations for each cause of action alleged; and
`
`Consumer Fraud Multi-State Class: All persons in
`the States of Alabama, Mississippi, Tennessee,
`Arkansas, South Carolina and Utah who purchased
`the Product during the statutes of limitations for each
`cause of action alleged.
`
`59. Common questions of issues, law, and fact predominate and include whether
`
`Defendant’s representations were and are misleading and if Plaintiff and class members are entitled
`
`to damages.
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`60. Plaintiff's claims and basis for relief are typical to other members because all were
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`subjected to the same unfair, misleading, and deceptive representations, omissions, and actions.
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`61. Plaintiff is an adequate representative because her interests do not conflict with other
`
`members.
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`8
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`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 9 of 15
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`62. No individual inquiry is necessary since the focus is only on Defendant’s practices
`
`and the class is definable and ascertainable.
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`63.
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`Individual actions would risk inconsistent results, be repetitive and are impractical
`
`to justify, as the claims are modest relative to the scope of the harm.
`
`64. Plaintiff's counsel is competent and experienced in complex class action litigation
`
`and intends to protect class members’ interests adequately and fairly.
`
`65. Plaintiff seeks class-wide injunctive relief because the practices continue.
`
`Florida Deceptive and Unfair Trade Practices Act
`(“FDUTPA”), Fla. Stat. § 501.201 et seq.
`(Consumer Protection Statute)
`
`66. Plaintiff incorporates by reference all preceding paragraphs.
`
`67. Plaintiff believed the Product contained only natural oil ingredients, the highlighted
`
`ingredients were natural, and that it contained a non-de minimis amount of the highlighted
`
`ingredients.
`
`68. Defendant’s false, misleading and deceptive representations and omissions are
`
`material in that they are likely to influence consumer purchasing decisions.
`
`69. Defendant misrepresented the Product through statements, omissions, ambiguities,
`
`half-truths and/or actions.
`
`70. Plaintiff relied on the representations and omissions to believe the Product contained
`
`only natural oil ingredients, the highlighted ingredients were natural, and that it contained a non-
`
`de minimis amount of the highlighted ingredients.
`
`71.
`
` Plaintiff would not have purchased the Product or paid as much if the true facts had
`
`been known, suffering damages.
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`9
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`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 10 of 15
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` Violation of State Consumer Fraud Acts
`(On Behalf of the Consumer Fraud Multi-State Class)
`
`72. The Consumer Fraud Acts of the States in the Consumer Fraud Multi-State Class are
`
`similar to the consumer protection statute invoked by Plaintiff and prohibit the use of unfair or
`
`deceptive business practices in the conduct of commerce.
`
`73. The members of the Consumer Fraud Multi-State Class reserve their rights to assert
`
`their consumer protection claims under the Consumer Fraud Acts of the States they represent
`
`and/or the consumer protection statute invoked by Plaintiff.
`
`74. Defendant intended that members of the Consumer Fraud Multi-State Class would
`
`rely upon its deceptive conduct.
`
`75. As a result of Defendant’s use of artifice, and unfair or deceptive acts or business
`
`practices, the members of the Consumer Fraud Multi-State Class sustained damages.
`
`76. Defendant’s conduct showed motive and a reckless disregard of the truth such that
`
`an award of punitive damages is appropriate.
`
`Breaches of Express Warranty,
`Implied Warranty of Merchantability/Fitness for a Particular Purpose
`and Magnuson Moss Warranty Act, 15 U.S.C. §§ 2301, et seq.
`
`
`77. The Product was manufactured, identified, marketed and sold by Defendant and
`
`expressly and impliedly warranted to Plaintiff that it contained only natural oil ingredients, the
`
`highlighted ingredients were natural, and that it contained a non-de minimis amount of the
`
`highlighted ingredients.
`
`78. Defendant directly marketed the Product to Plaintiff through its advertisements and
`
`marketing, through various forms of media, on the packaging, in print circulars, direct mail,
`
`product descriptions distributed to resellers, and targeted digital advertising.
`
`79. Defendant knew the product attributes that potential customers like Plaintiff were
`
`10
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`

`

`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 11 of 15
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`seeking and developed its marketing and labeling to directly meet those needs and desires.
`
`80. Defendant’s representations about the Product were conveyed in writing and
`
`promised it would be defect-free, and Plaintiff understood this meant that it contained only natural
`
`oil ingredients, the highlighted ingredients were natural, and that it contained a non-de minimis
`
`amount of the highlighted ingredients.
`
`81. Defendant’s representations affirmed and promised that the Product contained only
`
`natural oil ingredients, the highlighted ingredients were natural, and that it contained a non-de
`
`minimis amount of the highlighted ingredients.
`
`82. Defendant described the Product so Plaintiff believed it contained only natural oil
`
`ingredients, the highlighted ingredients were natural, and that it contained a non-de minimis
`
`amount of the highlighted ingredients, which became part of the basis of the bargain that it would
`
`conform to its affirmations and promises.
`
`83. Defendant had a duty to disclose and/or provide non-deceptive descriptions and
`
`marketing of the Product.
`
`84. This duty is based on Defendant’s outsized role in the market for this type of Product,
`
`a trusted company known for its high-quality products.
`
`85. Plaintiff recently became aware of Defendant’s breach of the Product’s warranties.
`
`86. Plaintiff provided or will provide notice to Defendant, its agents, representatives,
`
`retailers, and their employees.
`
`87. Plaintiff hereby provides notice to Defendant that it breached the express and implied
`
`warranties associated with the Product.
`
`88. Defendant received notice and should have been aware of these issues due to
`
`complaints by third parties, including regulators, competitors, and consumers, to its main offices,
`
`11
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`

`

`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 12 of 15
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`and by consumers through online forums.
`
`89. The Product did not conform to its affirmations of fact and promises due to
`
`Defendant’s actions.
`
`90. The Product was not merchantable because it was not fit to pass in the trade as
`
`advertised, not fit for the ordinary purpose for which it was intended and did not conform to the
`
`promises or affirmations of fact made on the packaging, container or label, because it was marketed
`
`as if it contained only natural oil ingredients, the highlighted ingredients were natural, and that it
`
`contained a non-de minimis amount of the highlighted ingredients.
`
`91. The Product was not merchantable because Defendant had reason to know the
`
`particular purpose for which the Product was bought by Plaintiff, because she expected it contained
`
`only natural oil ingredients, the highlighted ingredients were natural, and that it contained a non-
`
`de minimis amount of the highlighted ingredients, and she relied on Defendant’s skill and
`
`judgment to select or furnish such a suitable product.
`
`92. Plaintiff would not have purchased the Product or paid as much if the true facts had
`
`been known, suffering damages.
`
`Negligent Misrepresentation
`
`93. Defendant had a duty to truthfully represent the Product, which it breached.
`
`94. This duty was non-delegable, based on Defendant’s position, holding itself out as
`
`having special knowledge and experience in this area, a trusted company known for its high quality
`
`products.
`
`95. Defendant’s representations and omissions regarding the Product went beyond the
`
`specific representations on the packaging, as they incorporated the extra-labeling promises and
`
`commitments to quality, transparency and putting customers first, that it has been known for.
`
`12
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`

`

`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 13 of 15
`
`96. These promises were outside of the standard representations that other companies
`
`may make in a standard arms-length, retail context.
`
`97. The representations took advantage of consumers’ cognitive shortcuts made at the
`
`point-of-sale and their trust in Defendant.
`
`98. Plaintiff reasonably and justifiably relied on these negligent misrepresentations and
`
`omissions, which served to induce and did induce, their purchase of the Product.
`
`99. Plaintiff would not have purchased the Product or paid as much if the true facts had
`
`been known, suffering damages.
`
`Fraud
`
`100. Defendant misrepresented and/or omitted the attributes and qualities of the Product,
`
`that it contained only natural oil ingredients, the highlighted ingredients were natural, and that it
`
`contained a non-de minimis amount of the highlighted ingredients.
`
`101. Moreover, the records Defendant is required to maintain, and/or the information
`
`inconspicuously disclosed to consumers, provided it with actual and constructive knowledge of
`
`the falsity and deception, through statements and omissions.
`
`102. Defendant knew of the issues described here yet did not address them.
`
`103. Defendant’s fraudulent intent is evinced by its knowledge that the Product was not
`
`consistent with its representations.
`
`Unjust Enrichment
`
`104. Defendant obtained benefits and monies because the Product was not as represented
`
`and expected, to the detriment and impoverishment of Plaintiff and class members, who seek
`
`restitution and disgorgement of inequitably obtained profits.
`
`13
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`

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`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 14 of 15
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`
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`Jury Demand and Prayer for Relief
`
`Plaintiff demands a jury trial on all issues.
`
` WHEREFORE, Plaintiff prays for judgment:
`
`1. Declaring this a proper class action, certifying Plaintiff as representative and the
`
`undersigned as counsel for the class;
`
`2. Entering preliminary and permanent injunctive relief by directing Defendant to correct the
`
`challenged practices to comply with the law;
`
`3. Injunctive relief to remove, correct and/or refrain from the challenged practices and
`
`representations, and restitution and disgorgement for members of the class pursuant to the
`
`applicable laws;
`
`4. Awarding monetary damages, statutory and/or punitive damages pursuant to any statutory
`
`claims and interest pursuant to the common law and other statutory claims;
`
`5. Awarding costs and expenses, including reasonable fees for Plaintiff's attorneys and
`
`experts; and
`
`6. Other and further relief as the Court deems just and proper.
`
`Dated: May 16, 2022
`
`
`
`
`
`
`
`
`Respectfully submitted,
`
`/s/Alexander J. Korolinsky
`Alexander J. Korolinsky
`Florida Bar No.: 119327
`AJK Legal
`1001 Brickell Bay Dr Ste 2700
`Miami FL 33401
`Tel: (877) 448-8404
`korolinsky@ajklegal.com
`
`Sheehan & Associates, P.C.
`Spencer Sheehan*
`60 Cuttermill Rd Ste 412
`Great Neck NY 11021
`
`14
`
`

`

`Case 1:22-cv-21507-JAL Document 1 Entered on FLSD Docket 05/16/2022 Page 15 of 15
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`
`
`Tel: (516) 268-7080
`spencer@spencersheehan.com
`*Pro Hac Vice Application Forthcoming
`
`15
`
`

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