Unprecedented ‘Ethical Marketing’ Approach Praised
December 2007
The adoption of an unprecedented ‘ethical marketing’ approach to beauty and ageing, by Brighton-based, organic skin care company Raw Gaia has been widely praised by a multitude of people, customers, distributors and the media.
Earlier in June, with the re-launch of its brand, the company announced that it had removed all references to anti-ageing, wrinkles, rejuvenation, etc. from the labelling and promotional literature of its range of living, organic and vegan skin care products. Raw Gaia also issued a strong statement regarding the false standards of beauty created by most marketing campaigns aimed at women.
Managing Director Lisa Lennon explains:
“We decided to take on this stance because women are becoming increasingly unhappy and unsure about themselves as a result of the constant bombardment of ads that we see all around us, which use air-brushed, computer-enhanced, and therefore unreal, images of the “perfect” face and body. Moreover, skin care companies make the problem worse by conveying the idea that ageing skin is not beautiful or lovable. We find this plain cruel.”
After the announcement, Raw Gaia received hundreds of enthusiastic and positive comments from women of all ages, ranging from their 20s to their 70s, and from different countries too.
Lisa adds “All the responses received unanimously welcomed our ethical marketing approach. For example, women have told us that it feels like a breath of fresh air, that at last somebody is speaking sense, and that they agree wholeheartedly with what we are saying.”
The company’s move also caused a stir in the media. The announcement was featured in a number of national and regional magazines and newspapers as well as industry news sites and blogs. Several articles referred to Raw Gaia's move as "a backlash against the anti-ageing market" and a “courageous decision”, that is "setting a no-nonsense approach to beauty by presenting realistic and ethical claims, which will help women gain greater body confidence".
“We are fully aware that the market for anti-ageing products is the fastest growing segment in the skin care industry. Yet, what we are seeing is that women are increasingly tired of having to live up to this ridiculous idea of “eternally youthful-looking skin” and that they are yearning to be appreciated for what they are, their innate beauty, regardless of their age. So our purpose is to offer the purest skin care products that truly promote healthy and beautiful skin, but not at the expense of making women feel insecure or unhappy.”
Lisa Lennon concludes, “We are absolutely passionate about what we do and uncompromising in what we stand for. Our customers love us for our unique range of living skin care products and even more so now that we’ve taken an honest and kinder stance towards beauty and ageing.”
Notes for editors:
Raw Gaia is currently the only company in the world producing a full range of living skin care products. These are hand-made using only organic, vegan and unheated ingredients, free of any chemicals, through a low temperature process. This offers two advantages over traditional high-temperature methods: it ensures that all the natural nutrients beneficial to skin are retained and avoids the creation of toxic compounds.
For additional details, to arrange an interview or to obtain high resolution product images, please contact Tom Fenton, via the details below:
Tel: +44 (0)1273 311 476
Email: press@rawgaia.com
© Raw Gaia, 2010 – The world’s first full range of living, organic and vegan skin care products
