Dive Brief:
Whole Foods is website hosting its first ever Whole Foods Market Better Beauty Swap on March 30, intending to assist customers in cleaning up their beauty routines, the company announced in a press launch.
The first 200 consumers in select New York City, Chicago, Philadelphia, San Francisco and Los Angeles shops to bring in an empty splendor or frame care product can exchange it for a lose Whole Foods Market Beauty Bag full of natural beauty products worth more than $a hundred. The restrained-version gift luggage could be offered for $20 in store for those who leave out the Swap.
The occasion will take area throughout Whole Foods’ annual Beauty Week sale, which runs from March 27 to April 2, in which beauty products are 25% off in the shop, with an extra 10% off for Prime individuals.
Dive Insight:
Consumers are paying extra interest to labels than ever — and that is now not restricted to groceries. The natural splendor movement is gaining momentum; however as the fashion grows, many shoppers are still uncertain about the contents of the goods they see. Whole Foods’ patron studies suggest that one 0.33 (33%) of purchasers don’t understand the elements usually found in beauty products, and extra than 1/2 (fifty-nine %) don’t examine labels in any respect.
Whole Foods is aiming to change that thru strict frame care necessities for all the goods it consists of. Similar to the business enterprise’s standards for natural ingredients, Whole Foods has created a unique Premium Body Care brand for merchandise that meets its high-quality sourcing, environmental impact, and safety standards. The employer lists greater than 100 ingredients that are unacceptable for its line and usually discovered in frame care merchandise, inclusive of parabens, microbeads and triclosan.
The Beauty Swap is an opportunity for Whole Foods to put itself as a leader in smooth beauty via teaching consumers during the event. Giving clients a bundle of free products is also in all likelihood to reinforce customer loyalty among shoppers and win new repeat clients who were not aware of Whole Foods’ splendor offerings.
Whole Foods isn’t the simplest store taking a stand on easy beauty. Target’s chemical strategy aims to promote full aspect transparency and a ban on phthalates, formaldehyde and other substances in its beauty, toddler and private care objects through 2020. CVS plans to put off all doubtlessly poisonous elements from its in-house non-public and baby care brands using the quit of this yr.
The Beauty Swap comes on the heels of information that Amazon has released its first skin care line. The collection, known as Belei, capabilities 12 skin care products which can be free of parabens, fragrance and a number of the components on Whole Foods’ taboo listing. The merchandise all retail for less than $40 and are to be had with loose, two-day delivery for Prime Members.
According to eMarketer, fitness and beauty were the 0.33-quickest developing class on Amazon in 2018, accomplishing $16 billion in total fitness, non-public care, and splendor product sales (up 37.9% from 2017). Amazon also has plans to emphasize the splendor aisle in its newly introduced grocery shops, the Wall Street Journal said.
Whole Foods supplied smooth beauty merchandise properly before Amazon acquired it. However Amazon’s latest emphasis on the category each at Whole Foods (with more Prime reductions) and online demonstrates simply how essential it’s miles, and could be, throughout Amazon entities within the future.
