Over the years, it is no secret that the beauty and cosmetic industries have been subject to constant criticism. In particular, when it comes to industry ethics such as sustainability. Where, previously, consumers may not have been completely aware of the darker sides of the beauty industry (or, perhaps, been able to ignore it), conversations about such, whether that be through social media or the press, have gained traction and highlighted some of its flaws.
Consequently, consumers are no longer solely focused on a brand or product’s aesthetic value. Instead, they are increasingly concerned with whether products have been sourced in an environmentally and socially conscious way. This refers to the quality of ingredients, how they’ve been sourced or manufactured, and how they’ve been tested. Therefore, consumers are now taking the time to conduct greater research behind the products and the brand’s they’re buying from. This is evidenced by the media’s present tendency to encompass the brand’s background and mission as well as the products themselves.
At Flipside PR, we pride ourselves on working with brands that share this ethical purpose. By promoting ethically and socially responsible brands and products we are keeping this important promise. Furthermore, putting globally-conscious and trustworthy brands on the consumer map, consumers can take comfort in knowing where their money is going. They then can use their purchasing power to change the face of beauty for the better.
One client we have worked with is Boody, a sustainable, everyday basics brand. Sustainability is at their core, always aiming to put the planet first meanwhile making comfy clothing and intimates intended to last you a long time. Boody’s eco-conscious clothing is made from organically grown bamboo fibres that are highly breathable, hypoallergenic, thermoregulating and absent from pesticides. Rainwater is used to grow the bamboo, with water from the production process recycled and reused. Sophisticated machinery is also used to ensure fabric waste is minimal. With this in mind, we focussed on emphasising the brand’s ethically-conscious creations to press and influencers pitching them as your guilt-free, sustainable wardrobe staple. Proving to be popular, the brand is a firm favourite of supermodels Bella Hadid, Kendall Jenner, and Emily Ratajkowski.
We also work with budget beauty brands essence and Catrice Cosmetics. Due to the high-volume, low-cost nature of budget beauty, many of these types of beauty brands find themselves resorting to unethical practices to cut back the costs and generate greater corporate income. However, essence and Catrice Cosmetics are consistently planet-conscious when it comes to their collections. Cruelty-free, vegan-friendly, and microparticle-free, the products are the perfect conscious choice for pretty much anyone, despite the purse-friendly price.
The brands are also extremely forward-thinking, listening to their consumer market and current social trends and evolving alongside them. More recently, Flipside PR helped promote essence Cosmetics’ involvement with its first charity game on Roblox: ‘Colour dare by essence’. Players who completed the game would win a donation to two charities selected by essence and LGBTQIA+ agency, The Mixx. This was launched during Pride Month to raise awareness of important social issues and diversify their audience.
As a PR agency, we understand the difficulties of navigating the beauty industry, but truly believe in the success of brands that care about protecting their consumers and the planet so that the beauty industry can continue to flourish fairly.