British singer/songwriter Leona Lewis is The Body Shop's brand ambassador. She's holding her dog, Lily, to celebrate the EU's animal testing ban that was finalized on March 11, 2013. The Body Shop has been campaigning to end cosmetic animal testing since 1996.

Cosmetics and ingredients that have been tested on animals can no longer be sold in the EU, as of March 11th, 2013, when the final phase of the 7th amendment of the EU Cosmetics Directive went into effect.

Some beauty companies are celebrating, while others wonder how they will comply with the conflicting cosmetics testing laws that exist in the EU and China. To clarify, see how one expert helped explain what this means for a beauty company selling in the European market.

However, all beauty companies are no doubt concerned about how to convey the right message to consumers about their position on the issue -- and this becomes even more of a concern as animal activists draw more attention to animal testing.

The Leaping Bunny Logo

While most beauty companies will continue to sell in China, others are choosing not to - and are looking for ways to more clearly convey this to consumers. For these beauty companies, displaying the Leaping Bunny logo on packaging is more important now than ever before.

The Leaping Bunny logo is the symbol of the Humane Cosmetics Standard for cosmetics and personal care, and it is the only globally recognized certification that demonstrates a commitment to no animal testing within a company’s own-brand products. The standard was set by the BUAV (British Union for the Abolition of Vivisection) and is regarded as the highest standard for animal welfare in the cosmetics industry.

"The Leaping Bunny certification program is much more relevant now, because the symbol enables consumers to reward those companies who do not use animal tests for any market - those companies who have gone beyond the legal minimum," explains Michelle Thew, chief executive, Cruelty Free International.

The Leaping Bunny logo can be displayed on packaging to let consumers know that the brand has passed a certification process, proving the product and its ingredients have not been tested on animals.

Cruelty Free International is a non-profit organization that was created in 2012 by BUAV, which has been campaigning for the past 20 years to end cosmetic animal testing worldwide.

The use of the Leaping Bunny logo and certification is awarded to a brand's entire product range, not individual products. "This makes it clearer and easier for consumers to identify the symbol and choose the brands they want to support," says Thew.

The Body Shop's Mission

The Body Shop is one brand that has been campaigning against animal testing alongside Cruelty Free International, and hopes to help spread awareness -- especially among American consumers. The Body Shop was one of the first companies to display the Leaping Bunny on its packaging.

"The Body Shop - and its celebrity ambassadors, like Leona Lewis - are helping to raise more awareness, so the animal testing issue is receiving more media attention. Consumers are more aware of the issues now, especially since all the publicity surrounding the EU ban," says Thew.

Always conveying its position on issues loud and clear to its consumers, The Body Shop has been organizing protests and starting petitions to help the campaign against animal testing since 1996.

Now, The Body Shop is promoting Cruelty Free International's global pledge campaign to its shoppers, which calls for a global ban on cosmetic and ingredient testing around the world. Shoppers in all of The Body Shop's stores, worldwide, are being asked to sign the pledge, which is also on its website.

Molton Brown will be adding the Leaping Bunny logo to its packaging by Fall 2013.

Molton Brown's New Packaging

Other beauty brands have taken sides as well. Molton Brown is in the process of adding the Leaping Bunny symbol to its packaging. The brand's newly printed cartons, bottles and tubes will begin rolling out to stores in both the U.S. and EU by next fall.

Molton Brown has been animal-friendly since the day it was founded in 1973, but the brand applied for the Leaping Bunny stamp of approval a few weeks before the EU ban went into effect.

"Our products are not sold in China. An independent testing company runs all our skin, eye and SPF tests on human volunteers – we never test our products on animals," explains Amy Nelson-Bennett, CEO, Molton Brown. "The decision to align with Cruelty Free International and provide our customers with products that are certified as safe and cruelty-free was an obvious step," she explains.

Nelson-Bennett continues, "Consumers are becoming more in tune with how the products they are purchasing are manufactured. The Leaping Bunny is a trusted mark that ethical shoppers recognize. Being accepted into the certification program is our privilege, and a great way to show the world that Molton Brown cares - and we always have."

Paul Mitchell Takes a Stand

Paul Mitchell created product collections sold in colorful "Bunny Bags," and will donate a portion of sales to Cruelty Free International.

Paul Mitchell has been cruelty-free since the brand was founded in 1980 - and it is the only professional hair care brand to follow the Leaping Bunny certification standard.

In 2012, the brand decided to withdraw its products from China, after selling there for ten years. This was when China's new legislation went into effect, demanding that all imported cosmetic products had to be tested on animals.

"We will work with the Chinese government until alternatives to animal testing methods have been accepted," said John Paul DeJoria, co-founder, Paul Mitchell professional hair care. He adds, "I am delighted to support Cruelty Free International. Together we will make a difference."

This spring, Paul Mitchell launched limited edition "Bunny Bonus Bags," and a percentage of sales will be donated to Cruelty Free International. The six different bags each contain a set of hair care products. They are being sold in participating salons.

Meeting Certification Standards

Obtaining the right to use the Leaping Bunny logo can be a rigorous process. To meet the certification set by the BUAV Humane Cosmetics Standard, a company must:

• Guarantee that no animal testing is conducted or commissioned for finished products or ingredients in any phase of product development, either by the company, or its suppliers;


• Obtain assurances from suppliers and intermediary agents that no animal testing has been conducted on its behalf after a fixed date;


• Agree to independent verification of this policy and its application through an audit program.

Nearly 500 companies use the Leaping Bunny symbol on their packaging, and the list has been growing, according to Thew. She anticipates seeing a greater interest by more beauty companies requesting certification in the near future, especially since the EU's ban.

In the meantime, Cruelty Free International, along with its beauty industry supporters, will continue to convey information about alternatives to animal testing to the cosmetic industry, in hopes that more beauty brands will join the cause.