4 tips for detecting greenwashing in cosmetics
What is greenwashing?
Definition of greenwashing
The term greenwashing is a contraction of the words "green" and "brainwashing." Also known as eco-bleaching or greenwashing, greenwashing is a marketing tactic that aims to make a product appear environmentally friendly when it isn't.
Brands maintain the illusion of being ethical and committed, particularly by using confusing terms or color codes. As more and more consumers seek healthy and eco-friendly products, greenwashing is everywhere and affects all sectors: transportation, textiles, food, cosmetics, tourism, etc.
The dangers of greenwashing in cosmetics
Are you keen to choose cosmetics whose composition respects your health and the planet? However...you may be dealing with a misleading cosmetic.
While you may think you are using a natural and healthy product, your “green” cosmetic is most likely harmful to your skin and the environment .
If you look a little more closely at the list of ingredients, you may find names of chemical ingredients derived from petrochemicals . However, these products, which are derived from petroleum, are harmful to health and a source of water and air pollution throughout their entire life cycle. Their manufacture requires the extraction of raw materials derived from petroleum. During product use, chemical particles such as silicone, polymers, and mineral oils are released into wastewater and ultimately end up in the oceans. As for the end of the product's life, it is common for the packaging to not be recyclable.
How to unmask greenwashing in cosmetics?
1. Recognize the real labels affixed to the products
To promote the authenticity and eco-responsibility of their cosmetics, some brands display misleading logos. Keep your eyes peeled! Sometimes, these logos were created by the brand itself. This is particularly the case with fake organic label logos, which in no way prove the organic nature of a cosmetic. Indeed, a brand that opts for a fake logo or one created for the launch of its product has not been studied by a certification body. There is therefore no proof of the organic nature of its product.
So be careful of fake logos. Here are some examples:
To ensure that a cosmetic is truly organic, only the presence of a recognized label logo is a guarantee . Indeed, labels prove that there has been a complete study of the product and that the cosmetic complies with a strict charter.
Please note : There is confusion surrounding a logo found on many products: the Green Dot. Many consumers believe that the presence of the green dot means that the product's packaging is recyclable. However, this is not the case. The presence of this logo simply means that the company contributes financially to the collection, sorting, and recycling of packaging. This logo, which is confusing, is set to disappear.
2. Identify the communication elements used in greenwashing
Another pitfall: some messages on cosmetics can be misleading . Depending on the words used and the tone of the message, certain language formulas are particularly confusing and misleading. This is particularly the case with so-called " natural " products. What is a natural product? Let's take the example of petroleum, this naturally occurring mineral oil composed of a multitude of organic compounds, mainly hydrocarbons. Although "naturally occurring," these mineral oils are harmful to health and the environment. For some, the definition of a "natural ingredient" will therefore include natural ingredients derived from petrochemicals.
On the other hand, in a certified organic cosmetic , we will talk about ingredients of natural origin, designating only all natural ingredients that are not obtained from petroleum.
Non-certified organic cosmetics may also use the terms “organic” / “organic” in a partially misleading manner. Indeed, some products may have names such as “based on organic almond oil”, “rich in organic shea butter” so that the organic character is highlighted to the consumer. However, the cosmetic may contain only a tiny part of this organic ingredient (example: only 2% organic sweet almond oil in its total composition). This highlighting of the organic character is therefore not very legitimate. As a reminder: in order for a cosmetic to be certified organic according to the COSMOS ORGANIC specifications, the product must contain at least 95% ingredients of natural origin , and at least 20% of the total of its plant ingredients must come from organic farming.
Another abusive aspect to dwell on: the choice of words used. To avoid greenwashing , pay attention to the details, especially to what is stipulated. Some brands use qualifiers to polish up their products and even resort to language abuse to capture our attention. Here is a typical example: a cosmetic indicates that its plant ingredient is natural. However, this is a pleonasm, since the plant comes by definition from nature.
It is therefore important to remain vigilant in order to spot indications which embellish, sometimes wrongly, beauty products.
3. Pay attention to the visual aspect of the cosmetic
Visual representations such as drawings of plants (tree leaves, flowers, etc.) or even the planet Earth can influence consumer purchases. But if we analyze the product more closely, we discover that its composition is harmful or that its packaging has a negative impact on the environment.
Of course, a cosmetics brand that uses greenwashing will often resort to the color green. A symbol of nature and plants, green has become a color with ecological connotations .
However, the use of this color on products does not guarantee their eco-responsibility.
It is therefore important to separate fact from fiction. To do this, you can read the product's composition and look for key information - in favor of the environment and health - on the product and its packaging.
If you notice that a brand is being evasive about its environmental practices, don't hesitate to browse the brand's website. You'll quickly identify brands that advocate values without actually practicing them.
4. Detect false assets promoted by certain brands
Some brands deliberately suggest that they are committed and adopt an ethical approach, when this is not the case. Take the example of the “ not tested on animals ” label. This label can be used as a marketing argument, suggesting that the brand is committed to an animal-friendly approach. However, this argument is not legitimate since all cosmetics have been banned from using animal testing in Europe since 2013. There is therefore no need to highlight this element, which is a legal obligation and not a genuine choice and commitment on the part of a cosmetics brand.
Some brands, for their part, are focusing on minimalist and eco-designed packaging, even though the composition of their products includes chemical agents and pollutants.
To learn more about greenwashing practices, please consult the anti-greenwashing guide , published by ADEME , the Agency for Ecological Transition.
Business leaders: to check that your brand is not greenwashing, you can take the test offered by ADEME by clicking here !
As you can see, greenwashing can be seen in many different ways. The good news is that it can be detected. To do this, there's nothing better than scanning the product, taking into account these different criteria: the product's composition, its labels and information, the nature of its packaging, the communication surrounding the brand and the product, as well as the packaging and its website.
The goal is to find information that proves the veracity of the messages conveyed by the product's appearance. By following these tips, you can quickly spot greenwashing and choose a cosmetics brand that truly places environmental protection at the heart of its philosophy and actions.
