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"Healthy. It's our nature"
Image from Aveeno's Intagram page
Who are they?
Who are they?
Aveeno, a personal care brand, prides itself of highlighting its products by using natural ingredients. They specialize in creating skin care products for sensitive skin, claiming to be free of parabens, phthalates, dyes, and sulfates. Written in their website is their philosophy:
"Using the power of a selection of natural ingredients, we provide beneficial and nourishing skincare for sensitive skin states while also committing to inclusive & sustainable practices."
Images from Aveeno's Instagram page
What are their sustainability efforts?
What are their sustainability efforts?
Image by markusspiske from Pixabay
Ethical Farming and Responsible Sourcing of Oats
Aveeno has been known to use oats as its star ingredient in most products. In turn, most of the company's sustainability practices that concern farming and sourcing only feature the specific grain. Written on the sustainability page of their site, they claim that their oats are "100 percent pure, non-GMO, and food grade". Alongside that, the brans also mention that they source their oats from farmers who specifically practice sustainable farming techniques.
Responsible Packaging and Waste Reduction
Aveeno further expands on its sustainability practices on their brand packaging. According to the personal care brand, over 80% of plastic bottles are recyclable. This was made possible back in 2020 when they started incorporating recycled plastics in their packaging. Aveeno claims they provide refills for only "select" cleansers and washes. Furthermore, the company has garnered the Forest Stewardship Council certification. The company sets its packaging goals to be 100 percent recyclable, reusable, or compostable by 2025.
Image from Aveeno's Website
Aveeno's Greenwashing Incident
Aveeno's Greenwashing Incident
Sunscreens Containing Carcinogens
Sunscreens Containing Carcinogens
Image from Aveeno's Instagram page
In July 2021, sunscreen products from Neutrogena and Aveeno were recalled after being discovered that these products contain carcinogens. Carcinogens are substances that can cause cancer when in contact. Benzene was the specific carcinogen in the Aveeno Protect + Refresh Sunscreen.
According to NPR, the chemical is not a common ingredient in sunscreens. An article from the Centers for Disease Control (CDC) states that prolonged exposure to benzene can cause problems in the blood, the immune system, and the nervous system.
After the incident, Aveeno released a statement on their website, informing their customers of the recall and providing information about benzene and the importance of sunscreen usage. The company also discontinued the production of the product as well as removed most of its publication materials promoting the sunscreen.
Environmental Effects of Benzene
Benzene can be unharmful to the environment within "normal" concentrations. Although it does cause a problem when there are excessive amounts of the chemical. In areas where facilities that use benzene may have higher chances of stronger and more dangerous benzene levels. This poses a threat to surrounding ecosystems. Contamination of waterways and air pollution is also a problem to consider. It was mentioned in a 2016 study that benzene is a major air pollutant and is known to cause anemia and leukemia
Image by Darkmoon_Art from Pixabay
Examples of Greenwashing
Examples of Greenwashing
Aveeno already has some history when it comes to greenwashing. In 2013, another class action lawsuit was filed due to the company's class advertisements. The company allegedly claimed that their sunscreens are "natural" when using man-made chemicals. Furthermore, the plaintiff further expressed that the packaging used keywords such as "natural protection," and the product denotes itself as "100% naturally sourced sunscreen ingredients". Unfortunately, this false advertising still exists in Aveeno products' packaging and marketing materials.
Images from Aveeno's website
This is the Protect + Refresh sunscreen that contains benzene. As seen in the packaging, it used eco-centric designs or suggestive imagery--images of plants.
Furthermore, the product did not disclose that benzene was used in its ingredients list.
This is a video advertisement from Aveeno's "Our Sustainability" page in their site. The video highlights how "natural" their ingredients are (an example of buzz words/fluff language).
The clip also uses suggestive imagery by showcasing pictures of oats and nature which signifies that its products are completely natural.
Aveeno also implies that its products are 100% compostable and 100% recyclable, but this program will only be accurate by 2025.
This kind of marketing is misleading consumers into thinking that the brand is already 100% committed into making compostable and recyclable when in reality, their current numbers aren't close to their implied goal.
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