In 2011, Holland & Barrett revamped its entire range of beauty products and in doing so, removed about 350 ingredients—now, the health food shop chain is aiming to boost the sales of its beauty products with a new clean beauty campaign.
The #CleanerBeauty campaign emphasizes products made without parabens and sodium lauryl sulfate (SLS) with a video by Re:production that presents products like moisturizer, shower gel and body lotion as food and drinks. At the end of the ad, Holland & Barrett shares survey results that found: "customers believe what goes on their skin is as important as what goes in their bodies."
As Hollang & Barrett defines: "Clean or cleaner beauty is used to define products that have natural origins and don’t include synthetic ingredients considered to be 'harmful.'"
Provocative Clean Beauty Campaigns
Holland & Barrett's Ad Depicts Personal Care Products as Food
Trend Themes
1. Clean Beauty - Promoting beauty products made without harmful ingredients, appealing to health-conscious consumers.
2. Personal Care as Food - Using creative marketing strategies to present personal care products as essential for overall well-being.
3. Natural Ingredients - Focusing on products made with natural origins to cater to the demand for safer, more sustainable beauty options.
Industry Implications
1. Beauty and Personal Care - Creating innovative clean beauty products and marketing campaigns that resonate with health-conscious consumers.
2. Health Food Retail - Expanding product offerings to include clean beauty products that align with the company's health-focused values.
3. Creative Marketing - Developing unique advertising approaches that challenge traditional beauty industry norms and engage consumers in new ways.