A critical look at Greenwashing in Natural & Organic Skin care



Posted: Sunday, October 18, 2009

by
Vitale Natural Skin Care

Natural and organic are the new buzz words in the skin care industry with more and more manufacturers jumping on the bandwagon. However, just because the name of the product contains these terms, it doesn't mean the product is either of these things, organic or natural. Implying something is green when in fact is is far from it is known as greenwahing.

From a consumer perspective, green is the new black. Many companies want to be part of the green revolution however in some cases their practices aren't green at all. However, in other cases, it is all just a marketing ploy to get consumers on side. There is a lack of clarity around this issue within the skincare industry. In the skincare industry Greenwashing can occur in a number of different ways.

1. Using a single environmental claim suggesting that the product is greener than it actually is eg. A shampoo that claims to contain no Sodium Laurel Sulphate (SLS) but uses alternative foaming agents such as Ammonium Laurel Sulphate, which have the same risks associated with their use.

2. Having no proof - for example personal care products that claim to that they are "fair trade" without any certification or evidence. Whiel the certificatio nmay not necessarily be on the lable, upon request from the manufacturer or supplier you should receive evidence of fair trade status.

3. Lack of definition - using terms such as "green" or "natural" without actually outlining what that means. Australia has no set guidelines here, so there is alot of confusion as to what is considered "natural skin care". Again if in doubt, ask the manufacturer or supplier what their guidelines are for making a "natural" label claim.

4. Make "green" claims that are irrelevant. The claim might be truthful, but is also unimportant, eg CFC-free shaving creams. Claims about the use of CFC (cholorflurocarbons) are rendered useless given that CFCs have been banned for sometime. Similarly claims of "no cholesterol" olive oils are misleading given that olive oil contains no cholesterol in the first place.

5. Lying about a "green" claim, eg. A product that claims to be "certified organic" when there is no such certification. In many cases the claim isn't so blatant. eg. A certain well known company offers 'a truly organic experience', but also uses SLS, propylene glycol and D&C red dyes in their products, which are not organic. This in not to say that the product doesn't include some organic ingredients but to the consumer, the assumption is that the product is truly organic.

As a consumer how do work your way through the fog of marketing greenwash? Firstly, read the labels and full ingredient listing of the products you choose to determine the products full worth. If you are unsure about an ingredient, ask the supplier or seller. Once you know you can make an informed choice about the products you use. Logos such as this indicated organic certification

Logos such as this indicated organic certification

Secondly look for evidence of certification. In Australia, unlike "natural" status we have strict guidelines about "organic" status. Look for the appropriate organic certification logos on the product before you buy.

Many skin care manufacturers claim that a product is organic or natural without certification but you want to know that the claim is made with integrity. For example, a manufacturer including water when claiming a product is 99% organic when in fact this is a misleading claim. Water does not contribute to the organic status of a skin care product and so should not be included in the percentage claim. If a product claims to be organic, as opposed to certified organic, ask the supplier or manufacture what this means.

Flying the green marketing banner promotes a strong message to both buyers and sellers. More and more consumers expect to see evidence of a commitment to the environment from manufacturers and the green dollar spend is increasing as a result. If a product isn't green, natural or organic, that's ok but truth in advertising is fundamental to the ongoing growth of the green industry. Without it, consumer cynicism and apathy creep in and we will lose the potential for not just greener products but also a greener earth.

Greenwashing is an issue we now commonly face as consumers however, a little curiosity and some well asked questions will help you to work your way through the marketing maze. Another useful resource is http://www.safecosmetics.org

References: 1. Darbre, P. D., Aljarrah, A., Miller, W. R., Coldham, N. G., Sauer, M. J., and Pope, G. S., "Concentrations of parabens in human breast tumors," Journal of Applied Toxicology, Jan 2004: (24): 5-13.

--------

Your organic skin expert and your fingertips http://vitaleblog.org
This Article has been viewed 2 times. (Not updated in real-time.)
No comments yet.
We want your comments! If you can read this, you don't have javascript enabled, so you can't use this comment system. Please enable javascript.