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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The French cosmetics giant continues to benefit from Chinese millennials with voracious luxury appetites, posting 14% like-for-like growth in its Luxe division for the fiscal 2019 first quarter. L’Oreal’s Consumer Products business is improving as well, with a return to growth in Western Europe, while North America continues to struggle.
Coming Herbals Essences products could be sporting both the “EWG Verified” seal as well as PETA’s cruelty-free bunny logo, showing a P&G that’s increasingly looking to leverage NGOs’ currency with consumers. Meanwhile, the firm has added its support to Humane Society International’s global #BeCrueltyFree campaign to ban animal-tested cosmetics in all major beauty markets by 2023.
With Democrats in control of the House and New Jersey Rep. Frank Pallone in line for chair of the Energy & Commerce Committee, cosmetics regulatory reform legislation could receive even more attention in the 116th Congress than in the current session. The new climate could test how serious big business is about embracing large-scale changes as well as lawmakers’ openness to federal preemption.