About JENNIFER ORENDI

Jennifer Orendi is a creative and business-focused advertising and marketing attorney with nearly 25 years of diverse experience in legal matters pertaining to the cosmetics and wellness space, OTC drugs, medical devices, and dietary supplements. A former neuroscientist who has studied areas of the brain that allow us to perceive and process information, Jennifer balances her science background and passion for innovation with the interests of the consumers who rely upon knowledge learned from advertising and marketing campaigns to make purchasing decisions.

Jennifer began her legal career in Intellectual Property (IP) law, having learned how to write and prosecute patent and trademark applications with the USPTO for various drug and medical device companies. She also has litigated on behalf of consumers and companies in product liability and false advertising cases involving many FDA-regulated products. With this experience, she understands how to help businesses identify issues, assess and mitigate risk, and tailor consumer-facing communications to be competitive, informative, and substantiated by scientific evidence.

Most recently, Jennifer served as In-House Counsel at L’Oréal, where she advised numerous global brands on advertising and marketing claims and how to best substantiate claims with available resources, including clinical testing and consumer perception testing. In this role, she also served as a team expert regarding claims as to environmental impact, “green” claims, and sustainability-related claims, as well as other types of trending claims desired by brands and retailers, such as “clean” and “free from” claims. A necessary component of her role, she continually monitored and advised on pending legislation and class action litigation impacting the industry, reporting to the business with periodic newsletters and providing trainings for marketers and creatives.

Jennifer offers proactive legal counsel to brands and innovators on a consulting basis, drawing upon the totality of her years of experience. She is highly skilled in advertising claim development and support, concept analysis, claim substantiation, and risk assessment, and has proven ability to work collaboratively with cross-functional partners, solving problems and helping her clients to execute impactful marketing programs and campaigns. By taking the time to understand the business objectives and risk tolerance of each client, she helps to achieve competitive goals in the marketplace with legally compliant marketing campaigns and claims of all types and across all platforms.

Jennifer is a licensed cosmetologist and is licensed to practice law in California, Illinois (inactive), and the District of Columbia.

Education: Carnegie Mellon University (BS), Illinois Institute of Technology (Chicago-Kent College of Law) (JD), Aveda Institute (Cosmetology).