Moving Beyond Compliance Safer, Le ss Toxic Product Lin...

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Moving Beyong yToward Safer, Lef

LinA Call to Actio

Reta

nd Compliance pess‐Toxic Product nes on: The Role of ailers

GoodGuid

Started in 2007 with leesearchers and industb d dbetter understand“What really is in the pWhat really is in the p

GoodGuide is a certifie

Fast growing and innovogether science and t

de Background

eading scientists, g ,try professionals to 

products we buy?”products we buy?

ed B Corporationp

vative startup bringingtechnology

GoodGuid

PlacesdGuide.com

ne Apppp

e Retailers

de Information

GoodG

GoodGuide users are mooking for healthier p– Millions of GoodGuide

Almost a half million iP– Almost a half million iP

– 60% female audience

– 35‐49 years old is most

– College educated with 

Guide Users

mainstream consumeroducts….com visitors

Phone app usersPhone app users

t common age range

mid‐high incomes

NewYou’ve heard “Consume

But now…consumers cahare ithare it

Sustainability informatiy

“it has fewer scary ingredients than the kind I am using now”am using now

“I’m woabout theabout the

risks fobab

w Dynamicsers Care” for 20 years

are, know more, and 

on is one componentp

“I want the h lthi thealthiest 

products I can find for my child.”

orried e healthe health or my by”

New 

Risks for retailers– In‐action, Green‐washing

Significant OpportunitieProvide credible informat– Provide credible informat

– Build authentic relationshcustomers

– Increase trust and becomIncrease trust and becom

– Strengthen your brand an

Dynamics

, Online alternatives

estion on productstion on products

hip and dialogue with 

me a source of adviceme a source of advice

nd increase sales

The Neww Consumer

Demand f

ople want to know aboutWhere they were made? 

How they were made?How they were made? 

Impacts on their Health? Env

ore than Brand & Price

i Li t f Cowing List of Concerns:Ingredients, Contaminants, Hg

What goes “In, On, Around” 

LOHAS t M i tom LOHAS to Mainstream

or Information

t the products they consu

vironment? Workers?

Health Impacts, etc. p

our families.

Cm Consumers…

High Ratings

f P d te of Product 

y Personal Care Producty Personal Care Product

rating ≥ 8 0 rating ≥ 8.0 rating ≤ 4.0

s Drive Conversion

“C P i ” CTR“Compare Prices” CTR

7%7%

10%10%5%

High Ratings 

f P d tpe of Product ewed

g. Product Page

rsonal care product ≥ 8.0rsonal care product ≤ 3.0

Drive Engagemen

TiTime on Page

1:11

0 1:450 1:13

GoodGuideHazardo

ngredients of health concern– It exhibits one or more recognized hea

– It has a relatively high toxic potency fo

It i f tl d t t d i h ti– It is frequently detected in human tiss

Banned ingredients– An indication that ingredients may be 

in the future

Controversial IngredientsControversial Ingredients– Target of consumer watchdog grou

C t f t i tifi d b t– Center of current scientific debate 

Generic Ingredients– Without full disclosure, it is imposs

e Classification of ous Chemicals

alth effects; and/or

or inhalation and ingestion exposures; and

fl idue or fluids

regulated or subject to consumer controv

ps (endocrine disruptors)

( t i l b )(nano‐materials, parabens)

ible to assess the health risks of a prod

ProductIngg

Personal CareBaby CareBaby CareBath, Shower & SoapDeodorants & AntiperspirantsEye & Ear CareFeminine HygieneFoot & Nail CareFoot & Nail CareFragrance & PerfumesHair CareMakeupMakeupMedicine CabinetMen's GroomingOral CareSkin CareSun Care

s with Banned gredientsg

# Products% products with 

ingredients banned in the gEU, Canada or Japan

44,291 13%1 105 6%1,105 6%3,138 14%1,217 6%323 41%442 7%3,535 36%3,535 36%1,250 23%8,030 28%15 320 4%15,320 4%336 9%659 12%1,118 19%6,669 6%1,149 5%

Products wIngg

Personal CareBaby CareB th Sh & SBath, Shower & SoapDeodorants & AntiperspirantsEye & Ear CareyFeminine HygieneFoot & Nail CareF & P fFragrance & PerfumesHair CareMakeuppMedicine CabinetMen's GroomingOral CareOral CareSkin CareSun Care

with Controversial gredientsg# Products

% products with Controversial Ingredientsg

44,291 811,105 473 138 743,138 741,217 91323 6442 383,535 711 250 961,250 968,030 9115,320 92336 35659 851 118 631,118 636,669 671,149 81

Opportunity foOpportunity foestablish itself as t

in transparencsustain

or a retailer toor a retailer to the market leader cy, safety, and nability

Retailer Op

ntegrate sustainability into p

stablish policies and metricp

Talk to your customers aboutTalk to your customers about

Be the trusted information sBe the trusted information s

mprove brand reputation an

portunities

purchasing decisions

s for buyersy

t sustainabilityt sustainability

ource your customers rely oource your customers rely o

nd sales

From Confusi

Age of controlling informa

nformation is coming to y

Transparent conversationsTransparent conversations

Become a trusted retailer products.

Offer a broad mix of prod

Be honest about environmBe honest about environm

Empower your customersor them. 

on to Conversion

ation for customers is ove

your stores.

s are the futures are the future.

of healthy and sustainaby

ucts.

mental and health profilemental and health profile

s to find the best product