With the increasing awareness of ecology, many brands are taking advantage of consumer interest in the subject for marketing purposes. Explicitly or not, some pass off their products as being eco-responsible, green or committed, while the reality is sometimes different. To avoid these pitfalls, 20 minutes sought how to ensure the values of a brand.
Investing with the consumer
In order to establish a relationship of trust with their customers, brands such as that of Salwa Petersen, founder of the brand of hair products based on chebe of the same name, allow consumers to be sure of the origin and quality of products. “We benefit from the Sorga blockchain technology which ensures the traceability of all our products and their components at all stages”, explains Salwa Petersen.
In the same spirit, Judith, co-founder of Same cosmetics, makes the clinical studies of its products available on the website. These make it possible to know the methods and even the ingredients used for the composition of the products. But also the results of the tests of efficacy and tolerance of the product. “We involve our customers in the creation of our products. We carry out trials over several months until we arrive at a formula that suits them,” confides Judith.
Tip: Certifications such as “Ecocert” which comply with a strict charter, can serve as a guarantee of the responsible formulas and values of a product. But beware, because of their cost, some brands cannot afford it. It can also be very useful to use applications dedicated to reading ingredients.
Product transparency
Secondly, it is interesting to look at the brand’s products by checking whether they are in line with its responsible discourse. “I control the sourcing of my ingredient from A to Z from the seed in Chad, the cultivation, the harvest and the 100% natural proprietary extract, says Salwa Petersen. I pay women in Chad 5 times the local salary, so European salaries. »
At Even cosmetics, it’s the same rigour. “We deselect products,” says Judith. We have a blacklist of controversial ingredients that we update regularly. We try our best not to distort the ingredients. »
Tip: A “green” brand will very often make the effort to include ingredients of natural origin. If you’re adamant, apps like Yuka can help you spot ingredients that are problematic for you or the environment. Also, looking at the length of the ingredient list is a plus. This will generally be short to favor short circuits. Likewise, the packaging will certainly be recycled and recyclable, as is the case for Salwa Petersen and Even Cosmetics.
Find out about the solidarity actions of the brand
A little on the principle of “Tell me who you hang out with and I’ll tell you who you are”, you have to find out about the collaborations and partners of the brand that interests you. Because of its history and its values, a committed brand (naturally) will engage with non-governmental organizations or associations in accordance with its ethics. Salwa Petersen donates, for example, 1% of her sales to the protection of national parks in Chad, the country in which she grows her baby for her hair products.
For her part, Judith, made aware of the cause of Cancer, donates 1% of her turnover each December to Unicancer. But it doesn’t stop there. In addition to product donations to associations fighting against cancer, the cosmetics brand continues its commitment with the creation of “February Lilas”, which raises awareness against all types of cancer and other fights throughout the world. ‘year. This movement complements Pink October and allows the brand to continue to “commit to the maximum”.
Tip: On the site of the brand that interests you, you can have access to its various commitments and partners if it has any. Do not hesitate to check via the website of the association or the NGO.