| Green is the New Black | | | | a product is 99% organic when in fact this is a |
| Walk down the personal care isle of the supermarket | | | | misleading claim. Water does not contribute to the |
| isles and you might see 3 or 4 hair products with | | | | organic status of a skin care product and so should |
| "organic" or "natural" ingredients or branded with an | | | | not be included in the percentage claim. If a product |
| organic sounding name. Take a closer look at the label | | | | claims to be organic, as opposed to certified organic, |
| and you will soon realize that underneath the feel good | | | | ask the supplier or manufacture what this means. |
| name these products are still made of synthetic | | | | Green marketing is a powerful tool of communication |
| cleansers, include artificial fragrances and are chock full | | | | for both buyers and sellers. More and more |
| of preservatives. True to label claim there may be | | | | consumers expect to see evidence of a commitment |
| ½ a percent of an organic essential oil or herbal | | | | to the environment from manufacturers and the green |
| extract but is this what we really expect as | | | | dollar spend is increasing as a result. If a product isn't |
| consumers when we read "organic" or "natural" on the | | | | green, natural or organic, that's ok but truth in |
| label of a product? Practices such as these are | | | | advertising is fundamental to the ongoing growth of the |
| known as greenwashing. To be more specific, when a | | | | green industry. Without it, consumer cynicism and |
| company or organization misleads consumers by | | | | apathy creep in and we will lose the potential for not |
| claiming have green practices or sell green products | | | | just greener products but also a greener earth. |
| without actually having any or limited basis for this | | | | Green isn't the only colour that suffers mistreatment at |
| claim, this is known as greenwashing. | | | | the hands of marketing companies. The list of pink |
| From a consumer perspective, green is the new black. | | | | ribbon products promoting Breast Cancer Awareness |
| Companies are jumping on the green bandwagon in an | | | | grows every year including skin care, teddy bears, |
| effort to appear more ecologically sound and in many | | | | household appliances and the list goes on, with many |
| instances, those behind the marketing claims really are | | | | companies pinning on the pink ribbon in an attempt to |
| making an effort to minimize their impact on the | | | | raise their profile by associating with a good cause. |
| environment. However, in other cases, it is all just a | | | | However, the Breast Cancer Action group urges |
| marketing ploy to get consumers on side. In skincare, | | | | people to "think before they pink". This group asks |
| the issue becomes even more blurred and there are | | | | consumers to ask critical questions before buying on |
| many companies taking advantage of an industry-wide | | | | the basis of pink ribbon status. |
| lack of clarity. In the skincare industry Greenwashing | | | | The first question is how much money from the |
| can occur in a number of different ways. | | | | purchase actually goes towards breast cancer? If the |
| 1. Using a single environmental claim suggesting that the | | | | amount is minimal, and you are really concerned about |
| product is greener than it actually is eg. A shampoo | | | | breast cancer, ask yourself if you would be better off |
| that claims to contain no Sodium Laurel Sulphate (SLS) | | | | actually donating money directly to your local or |
| but uses alternative foaming agents such as | | | | national breast cancer group. |
| Ammonium Laurel Sulphate, which have the same | | | | Is there a maximum amount that the company will |
| risks associated with their use. | | | | actually donate? Presumably buying pink ribbon goods |
| 2. Having no proof - for example personal care | | | | after this amount has been reached will not be |
| products that claim to that they are "fair trade" without | | | | donated and so you may actually not be supporting |
| any certification or evidence. Whiel the certificatio | | | | breast cancer after all. |
| nmay not necessarily be on the lable, upon request | | | | Which breast cancer organisation does the money go |
| from the manufacturer or supplier you should receive | | | | to and is it one that you support yourself? If not, again |
| evidence of fair trade status. | | | | perhaps a direct donation is preferable. If you want to |
| 3. Lack of definition - using terms such as "green" or | | | | ensure that the money you give is reaching the people |
| "natural" without actually outlining what that means. | | | | who need it the most, take a moment to find out |
| Australia has no set guidelines here, so there is alot of | | | | where the money actually goes and if the organisation |
| confusion as to what is considered "natural skin care". | | | | is actually already well funded or not. |
| Again if in doubt, ask the manufacturer or supplier | | | | Finally, can the company assure you that the pink |
| what their guidelines are for making a "natural" label | | | | ribbon product being promoting is not actually |
| claim. | | | | contributing to the breast cancer epidemic. With skin |
| 4. Make "green" claims that are irrelevant. The claim | | | | care this is a critical consideration as there is growing |
| might be truthful, but is also unimportant, eg CFC-free | | | | research that some of the chemical ingredients |
| shaving creams. Given that the use of CFC | | | | included in products may actually increase the risk of |
| (cholorflurocarbons) has been banned for some time, | | | | developing cancer. Some examples include parabens |
| this claims is considered irrelevant. | | | | and phthalates which recent studies indicate may be |
| 5. Outright fibbing about a "green" claim, eg. A product | | | | linked to cancer development. Others include |
| that claims to be "certified organic" when there is no | | | | formaldehyde, coal tar and talc. It is not enough for |
| such certification. In many cases the claim isn't so | | | | cosmetic companies to claim that they won't be |
| blatant. eg. A certain well known company offers 'a | | | | absorbed because we know that they are with recent |
| truly organic experience', but also uses SLS, propylene | | | | research showing evidence of parabens in human |
| glycol and D&C red dyes in their products, which | | | | breast cancer tissue (Darbre et al. 2004). |
| are not organic. This in not to say that the product | | | | Arguments stating that the quantities of harmful |
| doesn't include some organic ingredients but to the | | | | chemicals found in skin care are so small they won't |
| consumer, the assumption is that the product is truly | | | | have an effect do not wash either. In groups such as |
| organic. | | | | children and developing teens, even miniscule quantities |
| As a consumer how do work your way through the | | | | may have serious consequences. In addition, most |
| fog of marketing greenwash? Firstly, read the labels | | | | women use numerous personal care items every day |
| and full ingredient listing of the products you choose to | | | | making adding to the accumulation of chemicals building |
| determine the products full worth. If you are unsure | | | | up in our bodies. |
| about an ingredient, ask the supplier or seller. Once you | | | | The above gives serious pause for thought about |
| know you can make an informed choice about the | | | | choosing to buy some "pink ribbon" products |
| products you use. | | | | particularly in the case of skin care, where the risk is |
| Secondly look for evidence of certification. In Australia, | | | | not just that money may be misdirected but rather that |
| unlike "natural" status we have strict guidelines about | | | | the product itself may be the problem. |
| "organic" status. If a product claims to be "certified | | | | Green and pinkwashing are issues we now commonly |
| organic" ensure the appropriate certification logo is on | | | | face as consumers however, a little curiosity and |
| the label eg products bearing the logos of Australian | | | | some well asked questions will help you to work your |
| Certified Organic (ACO) or the The National | | | | way through the marketing maze. Some other useful |
| Association for Sustainable Agriculture of Australia | | | | resources include:safecosmetics.org |
| (NASAA). | | | | References: |
| Many skin care manufacturers claim that a product is | | | | 1. Darbre, P. D., Aljarrah, A., Miller, W. R., Coldham, N. G., |
| organic or natural without certification but you want to | | | | Sauer, M. J., and Pope, G. S., "Concentrations of |
| know that the claim is made with integrity. For | | | | parabens in human breast tumors," Journal of Applied |
| example, a manufacturer including water when claiming | | | | Toxicology, Jan 2004: (24): 5-13. |