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Moving Beyong yToward Safer, Lef
LinA Call to Actio
Reta
nd Compliance pess‐Toxic Product nes on: The Role of ailers
GoodGuid
Started in 2007 with leesearchers and industb d dbetter understand“What really is in the pWhat really is in the p
GoodGuide is a certifie
Fast growing and innovogether science and t
de Background
eading scientists, g ,try professionals to
products we buy?”products we buy?
ed B Corporationp
vative startup bringingtechnology
GoodGuid
PlacesdGuide.com
ne Apppp
e Retailers
de Information
GoodG
GoodGuide users are mooking for healthier p– Millions of GoodGuide
Almost a half million iP– Almost a half million iP
– 60% female audience
– 35‐49 years old is most
– College educated with
Guide Users
mainstream consumeroducts….com visitors
Phone app usersPhone app users
t common age range
mid‐high incomes
NewYou’ve heard “Consume
But now…consumers cahare ithare it
Sustainability informatiy
“it has fewer scary ingredients than the kind I am using now”am using now
“I’m woabout theabout the
risks fobab
w Dynamicsers Care” for 20 years
are, know more, and
on is one componentp
“I want the h lthi thealthiest
products I can find for my child.”
orried e healthe health or my by”
New
Risks for retailers– In‐action, Green‐washing
Significant OpportunitieProvide credible informat– Provide credible informat
– Build authentic relationshcustomers
– Increase trust and becomIncrease trust and becom
– Strengthen your brand an
Dynamics
, Online alternatives
estion on productstion on products
hip and dialogue with
me a source of adviceme a source of advice
nd increase sales
The Neww Consumer
Demand f
ople want to know aboutWhere they were made?
How they were made?How they were made?
Impacts on their Health? Env
ore than Brand & Price
i Li t f Cowing List of Concerns:Ingredients, Contaminants, Hg
What goes “In, On, Around”
LOHAS t M i tom LOHAS to Mainstream
or Information
t the products they consu
vironment? Workers?
Health Impacts, etc. p
our families.
Cm Consumers…
High Ratings
f P d te of Product
y Personal Care Producty Personal Care Product
rating ≥ 8 0 rating ≥ 8.0 rating ≤ 4.0
s Drive Conversion
“C P i ” CTR“Compare Prices” CTR
7%7%
10%10%5%
High Ratings
f P d tpe of Product ewed
g. Product Page
rsonal care product ≥ 8.0rsonal care product ≤ 3.0
Drive Engagemen
TiTime on Page
1:11
0 1:450 1:13
GoodGuideHazardo
ngredients of health concern– It exhibits one or more recognized hea
– It has a relatively high toxic potency fo
It i f tl d t t d i h ti– It is frequently detected in human tiss
Banned ingredients– An indication that ingredients may be
in the future
Controversial IngredientsControversial Ingredients– Target of consumer watchdog grou
C t f t i tifi d b t– Center of current scientific debate
Generic Ingredients– Without full disclosure, it is imposs
e Classification of ous Chemicals
alth effects; and/or
or inhalation and ingestion exposures; and
fl idue or fluids
regulated or subject to consumer controv
ps (endocrine disruptors)
( t i l b )(nano‐materials, parabens)
ible to assess the health risks of a prod
ProductIngg
Personal CareBaby CareBaby CareBath, Shower & SoapDeodorants & AntiperspirantsEye & Ear CareFeminine HygieneFoot & Nail CareFoot & Nail CareFragrance & PerfumesHair CareMakeupMakeupMedicine CabinetMen's GroomingOral CareSkin CareSun Care
s with Banned gredientsg
# Products% products with
ingredients banned in the gEU, Canada or Japan
44,291 13%1 105 6%1,105 6%3,138 14%1,217 6%323 41%442 7%3,535 36%3,535 36%1,250 23%8,030 28%15 320 4%15,320 4%336 9%659 12%1,118 19%6,669 6%1,149 5%
Products wIngg
Personal CareBaby CareB th Sh & SBath, Shower & SoapDeodorants & AntiperspirantsEye & Ear CareyFeminine HygieneFoot & Nail CareF & P fFragrance & PerfumesHair CareMakeuppMedicine CabinetMen's GroomingOral CareOral CareSkin CareSun Care
with Controversial gredientsg# Products
% products with Controversial Ingredientsg
44,291 811,105 473 138 743,138 741,217 91323 6442 383,535 711 250 961,250 968,030 9115,320 92336 35659 851 118 631,118 636,669 671,149 81
Opportunity foOpportunity foestablish itself as t
in transparencsustain
or a retailer toor a retailer to the market leader cy, safety, and nability
Retailer Op
ntegrate sustainability into p
stablish policies and metricp
Talk to your customers aboutTalk to your customers about
Be the trusted information sBe the trusted information s
mprove brand reputation an
portunities
purchasing decisions
s for buyersy
t sustainabilityt sustainability
ource your customers rely oource your customers rely o
nd sales
From Confusi
Age of controlling informa
nformation is coming to y
Transparent conversationsTransparent conversations
Become a trusted retailer products.
Offer a broad mix of prod
Be honest about environmBe honest about environm
Empower your customersor them.
on to Conversion
ation for customers is ove
your stores.
s are the futures are the future.
of healthy and sustainaby
ucts.
mental and health profilemental and health profile
s to find the best product