Cleanwashing

Companies market as “clean” for health-conscious consumers, known as cleanwashing. This can be misleading due to the lack of a clear definition of “clean,” causing uncertainty about product benefits. Consumers in the clean beauty industry should be wary of this tactic.Clean is a subjective marketing term with no set standard. Different brands have their own definitions and exclusions for what makes a product clean.Misleading tactic deceives consumers into thinking product is superior. It is important to be aware of this tactic when choosing products.

Cleanwashing brands are targeting conscious consumers by promoting products with a high number of exclusions, implying purity and naturalness. Despite using nature-based marketing imagery, many products lack natural ingredients. Brands use terms like clean, natural, sustainable, organic to attract consumers, causing market confusion. To stand out, brands should provide transparent sourcing and formulation info for health-conscious buyers seeking genuine products.

Some are genuine while others are just following trends to gain consumer trust.

Ingredients in a product determine its toxicity, not its marketing terms. Natural products may include harmful synthetic ingredients like carcinogens or hormone disruptors. Check labels closely.

• Cleanwashing similar to green washing

Brands use green washing and cleanwashing to seem eco-friendly, but consumers should be cautious of misleading labels and exaggerated claims

• How to spot Cleanwashing

To spot cleanwashing tactics, look out for long ‘no-lists’ or ‘free-from lists’ on packaging that might make you question what the product actually contains. Remember that ‘clean’ is subjective and can vary between brands. Be cautious of the ‘appeal to nature’ fallacy and be aware that synthetic substances can sometimes be more regulated or resource-efficient than natural ones. Watch out for brands using nature-themed imagery without explaining what makes their product ‘clean

• Check Transparency

Ensure transparency in the company by examining their mission, formulations, and ingredient sourcing practices. Look for policies that require listing all ingredients, as perfume brands can withhold up to 50% of ingredients under Trade Secret legislation, keeping them undisclosed.

• Look for Ethics

Look for brands with clear ethics and values. If a brand lacks a mission to create safe, healthy products for people and the planet, their clean products may not be any better than competitors.

• Read Label

Check the label for 100% natural ingredients or certification like Certified Organic. Absence of these indicates natural/organic content isn’t a priority in the product’s formulation.

• Don’t trust type

Avoid being influenced by aesthetics or seductive language. Stay objective and critical when evaluating information. Trust facts, not appear.

• Understanding Terminology

Identify key terms that indicate product quality, such as cruelty-free or vegan, and consider the true impact of terms like sustainable. Understand the terminology to make informed decisions about the health and ethics of products, as some terms may not accurately reflect the product’s true nature.

• How Cleanwashing works

Cleanwashing is like a magic trick, using fancy words and sleek packaging to make products seem super clean and effective. But a closer look reveals the ingredients may not be natural, or antibacterial claims may not hold up in real life. It’s all smoke and mirrors, with companies waving a magic wand to create illusions of cleanliness and effectiveness.

• Cleanwashing Examples

Companies use misleading tactics such as claiming a product is “natural” with harsh chemicals, or calling a product “antibacterial” when it only targets specific bacteria, or using useless ingredients in sanitizing laundry detergents.

• Why Cleanwashing is a Problem

Cleanwashing is a harmful problem affecting health, finances, and product trust. False claims lead to using ineffective or unsafe products, like a cleaning item that doesn’t kill germs as advertised. This deception wastes money and erodes confidence in distinguishing truth from hype.

Conclusion

Some companies deceive consumers about product safety. Consumers must question and demand truth.

FAQS

Q:1 How can I spot cleanwashing?

A: Be careful! Check the ingredients and read reviews.

Q:2 Why do companies cleanwashing?

A: They want to sell more products.

Q:3 What’s cleanwashing?

A: When companies lie about their products.

Q:4 How do I spot it?

A: Check the ingredients and read reviews.

Q:5 Why do companies do it?

A: To sell more stuff.

Q:6 Is it against the law?

A: Sometimes. Companies can get in trouble.

Q:7 How can I avoid it?

A: Be careful! Read labels and ask questions.