Strange Bedfellows: P&G To Launch Herbal Essences Shampoos With ‘EWG Verified’ Mark
The consumer goods giant’s patronage of the Environmental Working Group’s ‘EWG Verified’ program could be a case of “If you can’t beat them, join them.” P&G says the mark will serve to reassure consumers that the Herbal Essences products meet the clean beauty standards of “very tough critics.”
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Amazon is expanding its private-label beauty portfolio with the rollout of Amazon Aware, an ‘everyday essentials’ collection comprising skin care, home and apparel items certified in accordance with its Climate Pledge Friendly program.
The Environmental Working Group is probing deeper in the supply chain to enhance its understanding of the cosmetics industry and ingredient safety underpinnings. EWG president Ken Cook and Kali Rauhe, director of cosmetic science, discuss the group’s plans for ingredient verification and greater scientific collaboration with cosmetics companies.
Revlon’s new PhotoReady Prime Plus Primers include a Perfecting + Smoothing variant boasting the “EWG Verified” seal. Meanwhile, P&G’s Herbal Essences has extended its own use of EWG credentials. The developments signal increasing industry openness to partnering with a longtime rival in the interest of bolstering confidence and winning fresh business in today’s hazard-averse consumer climate.