“Annoys me when brands only list the ingredients they want you to see on their website.”
So wrote @LippyBBlogger, who blogs at Been There, Done That, Got The Lipstick, during last week’s #whatsorganic Twitter chat, co-ordinated, chaired and hosted by Essential Care’s Abi, and Sugarpuffish’s Sarah.
We couldn’t agree more. The absence of full listings of ingredients for products on websites is not only annoying to those who look for particular ingredients in their products – perhaps a favoured botanical – but also is deeply frustrating to those who need to avoid certain ingredients due to allergy or sensitivity, or who want to avoid them due to ethical, health, environmental or religious concerns. Without a full listing of ingredients, how can consumers check on the ‘free from’ status for their personal undesirables?
The issue has been brought to the fore even more in the last week, since the news emerged concerning the ‘epidemic’ of eczema caused by two preservatives, MI and MCI/MI, which we wrote about a few days ago. In the days since that news, we have received a number of press releases from skincare manufacturers touting their ‘free from MI and MCI/MI’ status. This is all well and good for established ‘free from’ brands, who are transparent about their ingredients, and clear about the ingredients they do not use too.
But not all brands are as clear as they could be. One brand, which we had not come across before, and were actually very interested in, was keen to boast it was free from the two preservatives and indeed some other ingredients, and of its potentially excellent natural credentials, but when we checked its website, failed to include full listings of ingredients for any of its products, and did not state any ‘free from’ attributes either. The title of the press release was – we kid you not – “Do you really know what’s in your face cream?”
‘Free from’ claims are not a bandwagon on which manufacturers or their PRs should feel they can jump on when the issue becomes topical. They are here to stay, and are vital to those with sensitive skin and many other reasons too. Please – include your ingredients on your sites, state your ‘free from’ credentials, and most of all, don’t try to capitalise on a topical subject without giving full thought to all potential consumers out there.