The consumer is increasingly aware of what they eat, the materials they dress with or what they apply to their body, and rejects those brands that are not transparent about their products. Aware of this, the cosmetic firm Freshly Cosmetics has launched a brand campaign that, precisely, highlights whats ingredients of your articles.
A young woman holding the container of a body oil showing the list of ingredients, but not the name of the product, is the creativity that is being seen these days on marquees and mupis in several Spanish cities, such as Madrid or Palma de Mallorca. With the claim “The small print is the biggest part of the formula”, The brand is inviting passers-by to read the composition of the article.
Freshly Cosmetics has activated more than 800 pieces throughout Spain to raise awareness about the importance of read the fine print on cosmetic products and encourage concern about the formulation of what is used to care for the skin. The creatives also include the message “We only use ingredients of +99% natural origin that your skin recognizes.”
The informative approach transcends outdoor advertising creatives and is also seen in the brand’s communication on social networks and in its content strategy. Through the different activations they aim to educate the population in the need to attend to the list of ingredients.
What’s more, they have a blog in which they offer information of interest about the INCI (International Nomenclature Cosmetic Ingredient), that is, the formulation of cosmetic products. They point out, among other things, that the elements appear in descending order according to their quantity, so the first is the most abundant. “Remember, the first 10 positions in INCI are the most important and where we have to place our focus of attention,” they point out.
The Freshly Cosmetics campaign works in the same direction as the one recently launched by I am, by the Revuelta agency. The plant-based drink brand hid rewards in the ingredient list to encourage reading the composition and promote healthy behavior.
The Freshly Cosmetics Value Proposition
The campaign activated these days It is anchored in the brand’s value proposition. Freshly Cosmetics advocates, as it notes on its website, “the cosmetics that care, respect and contribute to a better tomorrow“, and the one that “embrace nature and innovation to help people look and, above all, feel better“.
“It all started when we started reading the INCI (list of ingredients) of dozens of products on the market and we realized what a big problem cosmetics was at that time; ingredients that did not provide any real value and that only focused on generating a short-term visual effect, far from preserving the health of this wonderful organ that is the skin.”, comments Miquel Antolín, CEO and Co-Founder of Freshly.
The company was founded in 2016 by Miquel and Mireia, two graduates in chemical engineering, with the aim of putting their scientific knowledge at the service of a new way of understanding cosmetics. The brand claims to place the sustainability at the center of all your decisionsso their products use environmentally friendly ingredients, free of sulfates, alcohol, silicones or microplastics. It is about biocompatible elements with proven efficacy.
Its value proposition is based on vegan products that ensure animal welfare; and they choose glass and cardboard for your containers and packaging. Furthermore, the brand promotes packaging reuse with Freshly Refill, which they claim produces 92% less CO2 emissions and is 100% recyclable as it is made up of 75% plant fiber.
Freshly Cosmetics’ positioning is also seen in other areas of the business. In April 2023 it inaugurated your own factory seeking to reduce the environmental impact in transport, protect the R&D of our formulations and develop the rural industrial fabric in Catalonia.
