It’s hard to know exactly what “cruelty-free” means in the marketplace. There’s no standard definition or federal regulation of the term, so companies have a lot of leeway to make exaggerated or misleading claims.
Even though fewer businesses conduct animal testing for cosmetics and household products now compared to 30 or 40 years ago, many still benefit from animal research. They use ingredients that have been tested on animals by other companies or use data collected from other researchers. They may have stopped testing, but they still sell products that were tested on animals years ago.
A few organizations offer certifications to help consumers understand what they’re buying (and where it comes from and how it was made). But those groups all apply their own standards. Most of are reliable, and the broad guidelines they share serve most consumers. Committed buyers, however, may have their own strict principles about the issue. For them, researching and evaluating a range of certification criteria can be exhausting and frustrating.
The potential confusion about the concept means truly cruelty-free companies must present customers with a transparent, well-defined message and brand identity. Otherwise, your business is at risk of misinformation and skepticism from consumers.
A specialized cruelty-free public relations agency can help committed manufacturers and retailers connect with consumers who share their values. At Orange Orchard, our team of PR experts can help business owners build a brand based on compassion and reach the right audience with clear messaging that cuts through the confusion.
Visit us online or call us at (865) 977-1973 to learn more.