eco&more is setting itself apart as a leader in the cruelty-free movement. While there are many products in North America that boast cruelty-free labels, this brand founded in Shanghai is disrupting the Chinese market. As founder Jeni Saeyang puts it: "I see only a very small group of Chinese consumers care about animal testing, but we want to set a model. eco&more is a very young brand, but our Chinese rivals actually copy us and watch what we do, so being cruelty-free is an example showing people how forward-thinking our brand is."
Some companies specifically avoid selling products in China, as it does require animal testing on many goods. eco&more makes its natural and cruelty-free personal care and cleaning products with simple ingredients and essential oil scents.
Producing cruelty-free products is a focus for the brand, but so is sustainability—eco&more aims to promote packaging reuse and reduce waste with refill stations and eco-friendly initiatives in Shanghai.
Key Themes Behind This Trend
- Cruelty-free Movement in China
- The rise of eco&more in the Chinese market disrupts the perception that only a small group of Chinese consumers care about animal testing.
- Focus on Sustainability in Personal Care and Cleaning Products
- eco&more's emphasis on packaging reuse and eco-friendly initiatives presents an opportunity for disruptive innovation in the personal care and cleaning industries.
- Copying and Monitoring Competitors in the Chinese Market
- The Chinese rivals that copy eco&more's cruelty-free example demonstrate the potential for disruptioin through brand emulation strategies.
Where This Applies
- Personal Care Products
- The awareness and demand for cruelty-free personal care products, like those offered by eco&more, provide opportunities for disruptive innovation in the industry.
- Cleaning Products
- The increasing interest in cruelty-free and sustainable cleaning products, as exemplified by eco&more, opens avenues for disruption in the cleaning industry.
- Brand Monitoring & Imitation
- The practice of Chinese rivals copying and monitoring eco&more's initiatives highlights the potential for disruption in the brand monitoring and imitation industry.
