Promoting what's good in personal care

Emma Reinhold, SPC

Many in the industry will be less than delighted to hear about the introduction of the Free From Skincare Awards, due to take place during the Allergy and Free From Show in the UK in May.

Now obviously it’s useful for those with allergies to be clear on products they need to avoid, but basing marketing on free from claims is somewhat contentious. While the practice has certainly become commonplace for many, others are battling against it on the basis that it implies that if a product is free from a particular ingredient, that ingredient must therefore be suspect.

Introducing awards that might encourage more manufacturers to play to this could be viewed as a rather negative move. Surely companies should be encouraged to promote what is actively good about their products rather than what they haven’t used. Apart from anything else, they may well not be using certain ingredients purely because they would have no role to play in that formulation.

Something the industry should hopefully be more pleased to hear is that advertising bodies Clearcast, RACC and the ASA now have an advisory panel of dermatological experts. There have been concerns in the past that some of the experts consulted by the ASA weren’t sufficiently expert in relevant fields so hopefully this will make for a greater level of understanding all round.

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