Customers “feel misled” by beauty labels

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Customers “feel misled” by beauty labels

 

A new national independent survey has revealed that 76% of consumers feel misled by some labelling on beauty products.

The new research, released as part of the Soil Association’s Campaign for Clarity, shows that 72% of people said they would lose trust in a beauty brand that made misleading claims about being organic.

The Soil Association’s Come Clean About Beauty league table revealed a cross section of brands and beauty products on the market that make potentially misleading organic claims on the label.

When surveyed about these labels, 74% of consumers said they would feel they were choosing a product that was free from ‘nasties’ if it said organic on the label, but the Soil Association says all brands in the league table are using the word in a way that could mislead consumers into thinking they are genuinely organic.

A number of major beauty brands have been named by the Soil Association as culprits of greenwashing (claiming to be organic when they are not), as they are not certified organic and include ingredients banned under organic standards.

The Soil Association is urging people to demand brands that make organic and natural claims to truly ‘Come Clean About Beauty’ and use the terms ‘organic’ or ‘natural’ responsibly or not at all.

People can take part by signing the petition calling for action, which is available at www.soilassociation.org/comecleanaboutbeauty. The full report can be downloaded at www.soilassociation.org/come-clean-about-beauty-report.

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