Skin care brands and the clean beauty movement

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Our national health and wellness revolution is stoking the demand for clean skin care products. It’s led to a clean beauty movement that is mainstream and here to stay. That’s the focus of this wellandgood.com article: Why We’re Predicting A Clean Beauty Revolution.

From bloggers to brands, retailers to manufacturers and members of Congress, the article cites examples of the clean beauty movement in the works (like the Personal Care Products Safety Act) —with the goal of keeping consumers safe from harmful chemicals in the products they reach for every day.

What does the clean beauty movement mean for skin care brand marketers? Here are some takeaways:

  • it means more aware, educated and anxious consumers who will continue to scrutinize, question, seek out product truth’s and call-out false claims
  • it means, in light of above, being transparent about defending your ingredients and processes
  • it means more online and social media conversations that keep the “clean beauty movement” momentum going
  • it means that your brand will need to satisfy beyond conscious consumer needs: from functional ante’s (e.g. all natural), to advantages that deliver what your target audience value (e.g. more emotive and social needs), and distinguishers (that truly give your brand its own unique appeal and better people’s lives)
  • it means breaking through the noise by creating ideas and experiences (beyond products and messaging) that help people to take health and wellness into their own hands

Lasting change happens when people form a movement! To join in, you can sign Ashley Prange’s clean beauty lobby here.  You can also sign this petition from Senator Diane Feinstein and call your local Congress member and ask that “The Personal Care Products Safety Act” receive a hearing from the HELP (Health, Education, Labor & Pensions) committee in the Senate.