January 31, 2023 Published by

The Clean Conundrum

Is a “clean” product one that’s free-of certain ingredients, or one that won’t clog a landfill? Is it made from everything found in nature, or can it coexist with synthetic add-ins? Does the consumer believe it’s clean just because “clean” is part of a brand name, SKU name, or the word simply appears somewhere on the label? Much like “natural” the consumer isn’t quite sure what clean means, making it imperative for brands to communicate their definition of clean, in light of increased legal challenges and buyer scrutiny. Read on to learn what 2,900 US female beauty and personal care consumers had to say about “clean” in a December 2022 primary research study.


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