John-Paul Doyle, senior creative director, Anthem Worldwide NY12.24.18
As with any CPG category, personal care and beauty brands spend large amounts of time and resources cracking the codes of their categories and sub-categories with the end goal of delivering concise messaging through packaging that stands out from the competition.
In order to build brand equity and to differentiate, health and beauty brands are connecting insights about consumers’ expectations within the category with solving an issue through social missions.
Participating in Something Bigger
While consumers continue to seek out authentic and transparent brands, there is also a push for brands to respond to global causes. For example, Lani is a natural, vegan & cruelty-free skin and hair care brand that regularly donates a percentage of profits to animal charities such as Sea Shepherd and Rescued Farm Animal Sanctuaries.
Similarly, Love Beauty and Planet is a personal care line from Unilever that boosts sustainability and puts the focus on natural ingredients.
Thus, we see the trend for cause-related marketing applied across the gamut
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