As Blue Beauty evolves, so do our expectations as conscious consumers. As we become more knowledgable about healthy beauty, we also become more aware of the brands that truly walk the talk – and those that don’t.
It comes as no surprise that as Blue Beauty becomes mainstream, so does ‘blue washing’. At Beauty Heroes, we simply want to do our part to steer the movement towards the brands that are driving true, lasting change with real, tangible action.
The Rise of Blue Washing
Blue washing has risen in the beauty industry in the same way we saw the emergence of green washing and pink washing. Much like with green washing, brands know they need to appeal to a more environmentally conscious consumer, so they go looking for ways to appear more planet-forward. But often, these efforts are just that, appearances, that only sit on the surface.
And just like a brand that gives a small percentage of their proceeds to breast cancer – but then pumps their formulas full of carcinogens known to cause it (read: pink washing) – blue-washing brands will donate profits to clean up ocean pollution, while using ingredients and packaging material that wreak havoc on waterways, contribute to landfills, and compromise the health of people and planet in various ways.
Blue washing is not always obvious and, much like green and pink, there are different shades. It may look like:
“100% Recyclable” Packaging Claims. A brand conveying that their packaging is 100% recyclable, but the packaging contains components that are not recyclable in mainstream facilities. Just because material is technically recyclable, does not mean it’s realistically recyclable. If it’s not accessible to the consumer, it’s less likely to occur, and more likely to become part of the problem.
Donation Through Consumption. “For every $100 spent, $1 will be donated to”, or “1% of proceeds will be donated for every purchase of $50 or more”. These are time-tested tactics brands use to incentivize higher order values and increase sales in the name of elevating environmental causes. Essentially, it’s this: We’ll donate more, but only if you buy more. While the concept is nice, it doesn’t truly support a sustainable approach, because it only occurs if a certain threshold of consumption is met. Truly blue efforts won’t come with conditions.
One Stop Sustainability. In an effort to raise their eco-conscious persona, brands will sometimes launch a new product – or pick one from their existing lineup – and convert the packaging, formula and product story to a fully sustainable one. But if that’s only done for one piece, then the story falls flat. If the effort isn’t put into every product, consumers can find themselves being lulled into purchasing the brand’s other offerings under the impression that every product from the brand follows the same sustainability standards.
Doing the Work : Recognizing Blue Washing in Brands
It can be hard not to be derailed – even captivated – by a brand that’s blue washing effectively. How a brand communicates their initiatives can be done so well, that it takes a deeper look to truly see if they’re doing the work.
Read their marketing, but look deeper. Is a brand talking about their initiatives at consistently? Are they considering social and environmental impact of all their business practices: packaging, ingredients, ingredient sourcing, fair labor in their supply chain, environmental partnerships? Even, without meeting a perfect standard, is the thought and consideration present. Being blue is not black and white. Botanical ingredients aren’t good for the planet if they’re being sourced through unsustainable extraction methods. Recyclable packaging isn’t good for people if it’s being manufactured in factories that don’t adhere to safe labor laws and fair wage standards. Is the brand connecting these dots?
Ask questions. If you have questions about a brand’s efforts, ask them for details. Transparent brands will be open, honest, and more than happy to have a conversation around sustainability.
Make sure they walk the walk. Are they only talking about their environmental pledges on Earth Day, Giving Tuesday, and National Philanthropy Day? Or are they committed to doing their part every day? Blue Brands will consistently make a conscious effort to educate their customers, involve them in the conversation, and will be a part of the movement that will lead us all towards a better future.
Be aware of, but not completely reliant on certifications. Some validations and certifications can be a way to know if a brand is walking the walk. Trust markers like B Corp showcase that the brand has undergone extensive third-party audits to ensure the most sustainable methods are being used in every point of their workflow. 1% For The Planet verifies that 1% of top line revenue is given to vetted environmental organizations. Claim authenticators like Provenance work to create transparence and traceability in the supply chain that is verified. But just like anything else, not all certifications run deep. Brands with products that are EWG verified or Certified Vegan are very specific to certain ingredients, and don’t tell the full story.
As we enter 2022, Beauty Heroes will be making Blue Beauty a focal part of the conversation as we strive to move the beauty industry to a place of health, sustainability and transparency. And you, the conscious consumer, are the driving force that will create and demand a better, bluer future.
