In order to further establish its stance on animal welfare, Dove products will boast a PETA-certified cruelty-free label come 2019.
Although Dove has maintained that it does not use animals to test its products for safety, the Unilever-owned personal care brand has gone a step further as it has "rescinded permission of governments to test products and ingredients on its behalf."
The announcement by Dove follows the news of Canada introducing Bill S-214, otherwise known as the Cruelty-Free Cosmetics Act. Although the bill has yet to become official law, the move, as well the steps being taken by major personal care brands like Dove, highlights the push for others in the industry to adhere to cruelty-free practices.
Key Themes Behind This Trend
- Peta-certified Cruelty-free Labels
- Opportunity for personal care brands to obtain PETA certification for their products and showcase their commitment to animal welfare.
- Cruelty-free Cosmetics Act
- Emerging trend of governments introducing legislation to ban animal testing in the cosmetics industry, providing an opportunity for brands to innovate and find alternative testing methods.
- Push for Cruelty-free Practices
- Increasing demand from consumers and advocacy groups for personal care brands to adopt cruelty-free practices, creating a market opportunity for innovative and ethically-driven products.
Where This Applies
- Personal Care
- Opportunity for personal care brands to reposition themselves as cruelty-free and tap into the growing market of conscious consumers.
- Cosmetics
- Opportunity for cosmetic brands to develop cruelty-free products and create differentiation in a competitive industry.
- Advocacy
- Opportunity for advocacy groups and organizations to push for more legislation and initiatives promoting cruelty-free practices in various industries.
