Marie Redding, Associate Editor11.30.16
There is no doubt that consumers are reading product labels and purchasing more products that contain natural and organic ingredients, especially skin care. NPD’s Karen Grant, a member of Beauty Packaging’s advisory board, says, “Consumers are looking for transparency from brands regarding ingredients.”
Opting to obtain a certification, then using that symbol on packaging, is another step toward transparency that more brands seem to be willing to take in an effort to connect more deeply with consumers.
Glo Minerals is one cosmetics brand that isn’t underestimating how strongly their customers feel about certain issues - especially animal testing. Anna De La Cruz, Senior Product Brand Manager, Glo Minerals, says, “Consumers are certainly seeking out products and companies that they feel aligned with - they want to feel good about the products they purchase and use. This sense of awareness creates a higher standard that goes beyond just the ingredients being “good.” It includes the perception of the company itself.”
The Challenges of Earning PETA’s Leaping Bunny Certification
Every product in the Glo Minerals makeup line is talc-free, paraben-free, and now cruelty-free. In May 2016, the company announced it had joined PETA’s Beauty Without Bunnies program, and began displaying this symbol on its cartons.
By joining this program, “Glo Minerals vows never to test products on animals, allow others to test on animals on their behalf, use raw ingredients tested on animals or enter into business markets like China that require animal testing,” the company states.
PETA’s Beauty Without Bunnies aims to connect consumers with cruelty-free brands, making it easier for the consumer to know which brands don’t participate in animal testing. Seeing this symbol also ensures consumers that the brand has vetted its entire supply chain, and is sure that each of its ingredients has also not been tested on animals - making the product truly cruelty-free.
Brands often face a few issues when seeking a certification such as this one. “It was a very lengthy process!” says Glo Minerals’ De La Cruz. She explains, “There is a tremendous amount of detail that is required. Awaiting all confirmations from our suppliers required a lot of follow up, to say the least. The process took more than eight months.”
De La Cruz says that Glo Minerals uses hundreds of raw ingredients in its formulations, and each was confirmed, individually. “Thankfully, the partners and vendors we work with understood the significance of this achievement for our company and committed to assisting with its completion,” she says.
The Bottom Line
Displaying a certification symbol on a package, such as Vegan or Cruelty-Free, is a way for a brand to attract attention - and earn a consumer’s trust and loyalty, instantly. Consumers, especially Millennials, are putting more effort into finding the beauty brands that support the causes they care about, experts say. “Certifications are definitely a solution that wins with consumers,” says Grant.
In the end, De La Cruz says that the brand is extremely proud to be a part of PETA’s Beauty Without Bunnies program. She adds, “It was absolutely worth the time and effort required.”
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Opting to obtain a certification, then using that symbol on packaging, is another step toward transparency that more brands seem to be willing to take in an effort to connect more deeply with consumers.
Glo Minerals is one cosmetics brand that isn’t underestimating how strongly their customers feel about certain issues - especially animal testing. Anna De La Cruz, Senior Product Brand Manager, Glo Minerals, says, “Consumers are certainly seeking out products and companies that they feel aligned with - they want to feel good about the products they purchase and use. This sense of awareness creates a higher standard that goes beyond just the ingredients being “good.” It includes the perception of the company itself.”
The Challenges of Earning PETA’s Leaping Bunny Certification
Every product in the Glo Minerals makeup line is talc-free, paraben-free, and now cruelty-free. In May 2016, the company announced it had joined PETA’s Beauty Without Bunnies program, and began displaying this symbol on its cartons.
By joining this program, “Glo Minerals vows never to test products on animals, allow others to test on animals on their behalf, use raw ingredients tested on animals or enter into business markets like China that require animal testing,” the company states.
PETA’s Beauty Without Bunnies aims to connect consumers with cruelty-free brands, making it easier for the consumer to know which brands don’t participate in animal testing. Seeing this symbol also ensures consumers that the brand has vetted its entire supply chain, and is sure that each of its ingredients has also not been tested on animals - making the product truly cruelty-free.
Brands often face a few issues when seeking a certification such as this one. “It was a very lengthy process!” says Glo Minerals’ De La Cruz. She explains, “There is a tremendous amount of detail that is required. Awaiting all confirmations from our suppliers required a lot of follow up, to say the least. The process took more than eight months.”
De La Cruz says that Glo Minerals uses hundreds of raw ingredients in its formulations, and each was confirmed, individually. “Thankfully, the partners and vendors we work with understood the significance of this achievement for our company and committed to assisting with its completion,” she says.
The Bottom Line
Displaying a certification symbol on a package, such as Vegan or Cruelty-Free, is a way for a brand to attract attention - and earn a consumer’s trust and loyalty, instantly. Consumers, especially Millennials, are putting more effort into finding the beauty brands that support the causes they care about, experts say. “Certifications are definitely a solution that wins with consumers,” says Grant.
In the end, De La Cruz says that the brand is extremely proud to be a part of PETA’s Beauty Without Bunnies program. She adds, “It was absolutely worth the time and effort required.”
Read More
Dr. Bronner's Labels To Carry Political Message
Kiehl's Launches Limited Edition Labels for Earth Day