Ever had a near-miss with a beauty product promising the moon, while cruising the aisles?
Maybe a phrase like “plant-derived” or “all-natural” caught your eye. But, unhappy with the ingredients, you put the product back on the shelf. And dodged a greenwashing.
What is greenwashing, you ask?
Greenwashing is when a business seems more eco-conscious than it actually is. Smoke, mirrors and shenanigans to get their customers’ money.
It’s everywhere in the beauty industry — including natural hair products.
These dishonest brands have probably caught you out before.
For me, it was cheap aloe vera gel that, as it turns out, was too good to be true.
‘Natural’ and ‘organic’ are massively unregulated words, used to tempt eco-conscious customers seeking greener cosmetics.
The silver lining? Buyers are wising up. According to the British Beauty Council:
- 86% of shoppers want information on ingredients in supply chains.
- 90% of shoppers want more information on how to recycle packaging.
Avoiding greenwashing practices might sound complicated (and expensive). Don’t worry. I’ve got a few easy-to-do tidbits you can start today.
Learn what to do by learning what not to do.
The 5 toxic practices of a greenwashing brand.
1. Missing out important words or findings
The Competition and Markets Authority (CMA) came up with this.
It’s crucial customers can make informed choices, based on the information you give them.
Your product isn’t perfect. Some details might take some of the shine off your brand. You might use a non-green preservative to save on initial costs. Whatever it is, your customers need to know, so they can decide what to do with the information you give them.
Be transparent; be real.
2. Using irrelevant, fattening words
Using wordy language in your advertising (i.e. industry jargon) to dance around your ingredients makes people suspicious–like an over-friendly salesperson.
This is why brands hire copywriters. Your ideal copywriter highlights the truthful benefits of your product. No BS.
Trim the fat. Stick to the facts. You’ll be a trustworthy and reliable brand, attracting more loyal customers.
3. Competing against yourself
It’s easy to be the better business if you talk yourself up against non-existent people. 8 of my 10 friends told me so.
Comparisons with other brands (or your older products) should be fair and meaningful. Bragging about your deep conditioner against another brand’s clarifying shampoo is irrelevant (and a weird flex). BUT! Showcasing your new deep conditioner recipe, now with added—moisturising—Shea Butter, helps your customers understand:
- What’s changed.
- How the change benefits them.
4. Lack of credible evidence
It’s easy saying your hair oil will grow your customer’s hair to ass-length, because now you’re using “all-natural” ingredients. Unless you’ve got evidence to back this up, keep it to yourself.
Leave the positive reviews to your customers.
Convince customers with cold, hard facts. Receipts. Evidence. Whatever you want to call it, it shows you’ve done the work: your products are tried and tested.
Before and after pictures don’t count. Sorry. Because it’s–
5. Deceptive imagery
Sneaky brands love busy packaging, compared with genuine competitors. Usually there’s lots of nature-focused pictures slapped on. And they go in on the green palettes. Even if the most organic thing about the product, is the (plastic) packaging. Real sustainable brands have nothing to hide. They can afford to keep it simple.
Before and after pictures are a whole ‘nuther beast. They don’t tell the full story. Customers don’t know how much time passed between pics. Are the improvements actually because of the product? Some companies even use different people in their pics.
There’s too many “maybes” involved. Just leave them out.
Don’t forget to protect yourself.
So I’ve dropped some tips on genuine, sustainable packaging that won’t greenwash your customers.
But don’t click away without protecting yourself from being greenwashed. You, the person, as well as business-owner.
If you take away anything away:
Shop with intention and do your homework.
Research products and ingredients before you shop. Likewise when buying from your suppliers — don’t be afraid to reach out. Ask questions. Be sure of where your ingredients come from. Side-eye any vague, or confusing, replies.
Honesty is the best policy
You’ve made it this far, which means you’re already reflecting on your brand’s practices. Wicked.
Owning a sustainable beauty brand doesn’t have to be complicated. It IS possible.
Just trim the fat, and stick to the facts.
The Copy Mixtress 