Must Read: The top 5 CosmeticsDesign articles of Q3 2024
#5: NAD releases claim determinations for P&G brand Native in response to SC Johnson challenge
Recently, the National Advertising Division (NAD) reviewed advertising claims made by Procter & Gamble's Native brand after a challenge from SC Johnson, focusing on claims about natural ingredients and environmental sustainability. NAD found that some of Native’s environmental claims were not fully substantiated, particularly around the impact of the brand's packaging and ingredients.
They recommended modifications to these claims, advising Native to provide clearer support for its assertions. Native agreed to comply with NAD’s recommendations, updating its messaging to reflect more accurate information regarding its environmental benefits.
#4: P&G files patent for hair care product designed for hard water
Procter & Gamble (P&G) has recently filed a patent for a new hair care product specifically formulated to address the challenges posed by hard water. Hard water is characterized by high concentrations of minerals like calcium and magnesium, which can significantly impact hair health. This mineral content often leads to product buildup, dryness, and a dull appearance. The patented formula aims to "reduce the effects of hard water" by incorporating specific ingredients that help soften the water, thereby improving the overall effectiveness of hair care products.
P&G's innovative approach reflects the company's ongoing commitment to meeting consumer needs and enhancing hair care performance under various water conditions. The patent details how the product is designed to "improve hair manageability and appearance," offering consumers a solution for the common issues faced by those living in areas with hard water. As P&G continues to explore new technologies and formulations, this development signifies a significant step forward in addressing the unique challenges that hard water presents to hair care.
#3: From the experts: 2024 beauty packaging trends include minimalism, sustainability, and 'sophisticated simplicity'
CosmeticsDesign spoke to Brian Techter, President of Packaging at RRD, who emphasized that consumers are gravitating towards packaging that reflects a "less is more" philosophy. This trend is not just about aesthetics but also speaks to the growing demand for environmentally friendly solutions, as brands work to balance attractive designs with sustainable practices.
Moreover, the need for transparency in packaging is becoming increasingly important, as consumers want to know more about the materials and processes behind the products they purchase. Techter noted, “It’s critical for brands to communicate their commitment to sustainability through their packaging choices.” This shift towards sustainable packaging is not merely a trend but is becoming essential for brands aiming to connect with conscientious consumers and remain competitive in the market.
#2: Avon Products, Inc. files for Chapter 11 bankruptcy
Avon Products Inc. has filed for Chapter 11 bankruptcy, citing a challenging environment in the beauty and personal care market, which has been exacerbated by the impacts of the COVID-19 pandemic. This move allows Avon to restructure its debts and business operations while continuing to serve its customers and consultants. The company intends to focus on its core markets, particularly in the US and the UK, while enhancing its online sales and marketing strategies.
As part of its restructuring, Avon plans to streamline its operations and improve efficiencies, aiming to emerge as a more competitive entity in the global beauty industry. Despite the challenges, Avon has expressed confidence in its brand's value and is committed to maintaining its presence in the market, especially with its strong portfolio of beauty products.
#1: Rodan + Fields struggles with financial woes as MLM model faces challenges
Rodan + Fields is experiencing significant financial challenges, reporting a 37% decline in net sales for the second quarter of 2024 compared to the previous year. This downturn is largely attributed to changes in the company's multi-level marketing (MLM) business model, which has shifted away from traditional direct selling towards a more modern approach aimed at attracting a broader audience. We spoke to Ragini Bhalla, Head of Brand and Brand Spokesperson for Creditsafe, who shared her insights into the current state of beauty MLMs.
The brand's struggle reflects a larger trend in the MLM industry, which has faced scrutiny and evolving market dynamics. As consumer preferences shift towards more sustainable and transparent business practices, many companies, including Rodan + Fields, are reassessing their sales strategies.
Despite these challenges, there are opportunities for innovation and adaptation within the cosmetics sector, such as focusing on sustainable and health-oriented products.
