Its Everything is Chemicals campaign seeks to help customers better understand beauty formulas and breakdown misconceptions that chemicals are harmful to their skin. Through a video explainer, the brand argues that many people fear the unknown, something that the industry has utilised to drive fear-mongering marketing.
As such, Deciem is leveraging the knowledge of its team of scientists to teach customers the truth about the natural origins of chemicals and combat unclear definitions of ‘clean beauty’ in the industry. ‘What is it about defining a substance by its chemical composition that makes it ‘unclean’ when compared to its common name?’ questions the brand. ‘What makes vinegar and baking soda cupboard staples, but acetic acid and sodium bicarbonate dangerous substances?’
By taking a more transparent approach to ‘clean’ beauty, Deciem is showing how our trend for Honest Products is evolving, moving from packaging into marketing language.