Law360, New York (June 12, 2015, 11:24 AM EDT) -- It is no secret that companies doing business in California are facing a marked uptick in consumer class action litigation. Plaintiffs in these cases typically allege that advertising on popular everyday household items, such as food and beverage products, dupes consumers into paying too much. The plaintiffs' lawyers filing these lawsuits — almost always on a contingency fee basis — seek to recoup the money spent by consumers, as well as injunctions to stop companies from continuing to use the same advertising. While food and beverage companies have borne the brunt of recent consumer class actions, all consumer product companies, including cosmetics skin care brands, are potential targets in light of this growing trend....