Cruelty-Free: Is this a branding strategy?

Cruelty-free is a phrase using to describe the cosmetic brands do not test their products on the animal. It is not required by law but it is becoming a trend in the industry. Obviously this is an ethical action from the brands but the question that does it have any purpose behind this?

Why the brand needs animal testing?

We can easily answer that they need to make sure about their products before it comes to customers. Additionally, when the problem comes, the test is also a shield to defend the brand. There are several different ways to test the product such as testing on human cells or trying with volunteers. However, either the complexity or the cost of these methods prevents the brand from approaching it.

How does the brand benefit from cruelty-free?

The clearest will be the brand image. When the animal protection community is becoming bigger, the offences on animal testing will increase noticeably. By consequence, the brand will be supported if they do no test the products on the animals. The power of community is strong enough to isolate a product or even a brand. There are hundreds of websites, blogs or videos appeals stopping using animal testing products. Secondly, indirectly, cruelty-free somehow makes the products more environment-friendly, which is also a trend currently. Without animal testing, the brand confirms to its customers that the products are safe.

So, cruelty-Free is a strategy or not, more or less will affect the branding decision. Depending on the market, the brand could follow or not cruelty-free. A typical example is NARS. They were the leader in cruelty-free but to enter China's market, they had changed their policies on animal testing. "We have decided to make NARS available in China because we feel it is important to bring our vision of beauty and artistry to fans in the region. NARS does not test on animals or ask others to do so on our behalf, except where required by law.” - NARS on the announcement on cruelty-free. This action received thousands of disagreements and disappointments. Somehow, cruelty-free had made damage for NARS, at least in the relationship with their fans. Like a domino effect, all the brands in China's market will be considered as non-cruelty Free because, in this country, animal testing is mandatory.

NGUYEN Minh Duc

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References:

https://www.teenvogue.com/story/nars-no-longer-cruelty-free-customers-against-animal-testing