Dive Brief:
- Paula’s Choice launched its Beautypedia Skin Care Ingredient Checker Thursday that rates and analyzes skin care ingredients in any given product.
- The online tool ranks the ingredients from a skin care item on a scale of best to worst based on cited research in anatomy, physiology, dermatology, cosmetic chemistry, genetics, environmental science and safety.
- The tool is also made possible by the brand's ingredient dictionary, which launched in 2002 and explains research on almost 4,000 ingredients.
Dive Insight:
Upon entering the online ingredient checker, users are prompted to either take a picture of the ingredient label on a product's packaging or copy and paste the ingredients of an item’s formula. The analysis provided after submitting can be filtered by the benefits, ratings and functions of ingredients. For all ingredients found in the “Bad/Worst” category, the ingredient checker provides the option to explore alternative products.
"Paula's Choice Research & Education Team and Science Advisory Board have over two decades of experience in the science of skin care, and continually reevaluate the research to ensure our analysis is accurate and ahead of the curve, based on the latest studies," Desiree Stordahl, director of applied research and education at Paula’s Choice, said in a statement.
Across the industry, the move toward more clean beauty is evident with key retailers spearheading their own clean beauty efforts. In March, Walmart launched a curated clean beauty shop, naming it “Clean Beauty at Walmart.” Most products are under $10 and are formulated without more than 1,200 ingredients. In 2020, Ulta Beauty announced its Conscious Beauty initiative that categorizes beauty brands under five pillars: clean ingredients, cruelty free, vegan, sustainable packaging and positive impact. Ulta also has its own “Made Without” list consisting of ingredients from over 25 chemical categories.
In June 2021, Unilever acquired Paula’s Choice. At the time of acquisition, Unilever noted that Paula’s Choice, “creates content and digital tools to provide easy-to-understand information on the science behind its skin care.” In January, former CEO Tara Poseley stepped down from her role after leading since 2016.
For the launch, Paula’s Choice held an immersive Beautypedia ingredients experience in West Village’s Bonberi Mart. The ingredient checker is also being launched in the Australia and London markets.
via https://www.aiupnow.com
Xanayra Marin-Lopez, Khareem Sudlow
