LEGAL CASES

• The initial rise of the clean beauty movement was prompted by the growing "frustration over regulatory oversight of cosmetics", as well as personal care, products.
• There have been some high profile legal cases involving personal care businesses, including Johnson & Johnson and Wen.
• Johnson & Johnson was accused of causing cancer in individuals that used its baby powder for years.
• A $26 million class-action suit was brought against Wen, a hair care business, due to allegations that one of its items was causing users to lose hair.
• As a result of these cases, consumers are more afraid of products containing chemical ingredients and are beginning to seek 'natural' products.

SPECIFIC FACTORS THAT FUELED THE POPULARITY OF THE CLEAN BEAUTY MOVEMENT

• The first factor fueling the popularity of the clean beauty movement is consumers are becoming more well-informed about the danger of synthetic and chemical ingredients in their cosmetic or personal care products.
• The second factor is the increasing number of individuals with sensitive skin.
• The third factor is the number of popular celebrities promoting the movement.

CONSUMERS BECOMING MORE WELL-INFORMED ABOUT CHEMICAL INGREDIENTS

• Several consumers have shown an interest in wellness and detoxification in products and dieting habits.
• Consumers are aware that synthetic ingredients in personal care products can cause irritations.
• Also, consumers are developing a habit to read the label of a cosmetics or personal care product before purchasing them.
• There are some cases where prominent businesses and private companies were sued due to chemical ingredients in their products had allegedly resulted in negative effects on users.
• A survey in 2018 conducted by the Fashion Institute of Technology’s graduate school showed that about 90% of purchasers thought natural ingredients in personal care products were better for their health.
• A survey from Label Insight indicates that around 46% of consumers admit to utilizing their smartphones to conduct research on product information while in the store.

THE RISE OF PEOPLE HAVING SENSITIVE SKIN

• The phenomenon of sensitive skin is expanding rapidly, according to dermatologists.
• Individuals are experiencing sensitive skin more primarily because of extensive exposure to digital aggressors, stress, and pollution.
• Chemical ingredients in personal care products are causing consumers' skin to undergo additional exposure from what they already receive from performing daily activities.
• Outside of the topic of anti-ageing, skin sensitivity is driving consumers to switch their skin products with natural ingredients.

CELEBRITIES PROMOTING THE CLEAN BEAUTY MOVEMENT

• Celebrity endorsements are an effective way to promote products as they are capable of reaching a vast amount of consumers using various mediums (e.g., TV and social media).
• Some celebrities who are known for promoting the clean beauty movement are Emma Watson, Gwyneth Paltrow, and Jessica Alba.
• During a tour for the film Beauty and the Beast, actress Emma Watson promoted natural beauty brands.
• In 2015, Gwyneth Paltrow was revealed to be in a partnership with a pioneer business taking part in the organic beauty movement called Juice Beauty. She is regarded as one of several celebrities currently promoting the clean beauty movement.
• Juice Beauty's reasoning for selecting Paltrow for a partnership include her proven capability as a trend starter, along with her undeniable impact and reach.
• Another actress, Jessica Alba, expanded her Honest Co., which is well-known for providing eco-friendly body and bath products for tots and moms, to skin care and cosmetics products.

PERSONAL CARE BRANDS RESPOND TO THE CLEAN BEAUTY MOVEMENT

• Many personal care brands are responding to the clean beauty movement by launching clean beauty products.
• According to Vox, they are also removing chemical ingredients in their products.

RESEARCH STRATEGY:

PERRIER

• In the late 19th century, people turned to bottled water due to the health risks of urban water systems.
• However by the early 20th century chlorination of water supplies made safe drinking water readily available.
• The sale of bottled water declined and bottled water went out of style and need.
• Perrier relaunched the brand in 1977 with TV ads voiced by Orson Welles.
• It launched a $5 million marketing campaign in the US.
• The campaign used health concerns by positioning Perrier as a healthy alternative to soft drinks.
• The ads also highlighted their advanced filtration processes as better than the chemical treatment of city water supplies.
• Played off Americans' desire for status by promoting its French pedigree and premium price.
• Perrier's marketing campaigns exploited the alleged pollution of city water supplies due to concerns and the association of soda with cancer. People started buying more water bottles because they trusted it more.
• Sales increased from 3 million bottles in 1975 to 200 million four years later.
• This led to a new market being created, and the growth and current bottled water industry today.

BRECK SHAMPOO

• Before the invention of indoor plumbing, washing hair was inconvenient and in some areas only occurred once a month.
• A New York Times story in 1908 noted that shampooing the hair as often as a month to six weeks is fine if the hair is in good condition.
• In 1930 Dr. John Breck developed one of the first shampoos to America, and at first it was only known in New England.
• His son hired an illustrator, named Charles Sheldon for a new form of advertising for the company; Sheldon drew pastel portraits of "Breck girls", and created 107 oil and pastel portraits.
• Breck girls portraits were used in their ads; used vanity to market to women.
• Breck Shampoo was synonymous with beauty, and American women changed to washing their hair once a week due to the ads telling them that this would make their hair healthier.
• In the early days, women felt like they could relate to the Breck Girls due to Sheldon's preference for the average woman to pose for him over models.
• Later on in the 70s, Breck girls changed from illustrations to models like Brooke Shields and Farrah Fawcett. Ads featured these women in marketing campaigns that convinced women to wash their hair once a day by stating it was unhealthy not to do this.
• Through the marketing of the "Breck Girls," Breck Shampoo changed American women's habit of washing hair very rarely, around once a month, to as frequent as once a day.

PEPSODENT

• Oral hygiene was not common in the early 20th century.
• Dental hygiene was so bad that the US Army called poor dental hygiene a national security risk when drafting men for WW1, because many had rotting teeth.
• Pepsodent had to not only market his product but convince the public to start brushing their teeth.
• Claude Hopkins is the marketer responsible for convincing people to use toothpaste.
• He needed a trigger that would create a need for the daily use of toothpaste.
• He did this by appealing to vanity -- removing the film/plaque would make teeth clean and whiter; the ad featured people with beautiful, white teeth.
• He used slogans like "You wonder where the yellow went, when you brush your teeth with Pepsodent!"
• The marketing campaign emphasized and appealed to people's desire to be more "beautiful" and have a prettier smile; this drove sales for Pepsodont.
• However, the "film" alluded to in the advertisement is a naturally occurring membrane which cannot be removed by toothpaste so the claim was actually untrue.
• Also, Hopkins removed all the risk from the consumer by offering a 10-day trial instead of attempting to sell Pepsodent.
• They used mint oil and citric acid to create a cooling and tickling effect. This feeling created a cue that people missed when they forgot to brush their teeth.
• The mint has nothing to do with the toothpaste's dental function.
• A decade after the Pepsodent campaign, 65% of Americans brushed their teeth, up from 7%.
• Within 10 years, Pepsodent was one of the top-selling goods worldwide and was America’s best-selling toothpaste for over thirty years.
• Through marketing campaigns, Pepsodont created a habit of Americans brushing their teeth regularly.

Research Strategy: