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Transcript

what

WHY

how

IMPACT

CONSEQUENCES

agent of change

next step

Create awareness

Educate the public

Create conversation

Conversion

Research shows that when consumers find out about dishonest branding, will perceive the label as less safe and less socially responsible

Confusion becomes more rife because consumers cannot differentiate between what's cruelty free and what is not

LEAPING BUNNY

VS LYING BUNNY

Reference: (CONSUMERS MISUNDERSTAND 'CRUELTY-FREE' LABELED PRODUCTS, ScienceDaily, 2017)

INGREDIENTS

Companies had begun designing their own bunny logos, abiding by their own definition of 'cruelty-free' or 'animal friendly' without the participation of animal protection groups

The international symbol for cruelty-free products. Companies must meet a set of criteria and commit to a strict no animal testing policy from all stages of product development

According to PETA, they conduct animal testing

Reference: (Leapingbunny.org, 2017)

PRODUCTS THAT CONTAIN INGREDIENTS SUCH AS TRIETHANOLAMINE WHICH HAS BEEN ANIMAL TESTED.

Reference: (Safety Assessment of Triethanolamine and Triethanolamine-Containing Ingredients as Used in Cosmetics, Fiume et al., 2013)

social media campaign

public relations

event

investigate local situation

Quantitative Research (Surveys, etc + Percentages)

Identify key strategies

REACHING OUT

Research

TO THE MASSES

method

feature story

Qualitative Research (Interviews, etc)

content Analysis

(Business Records/Files/Transcripts)

THIRD-PARTY SUPPLIERS

claims to be cruelty free. However it's a third party suppliers engage in Animal testing

Reference: (Transparency in Supply Chain, Revlon, 2017)

Dishonest branding

THE CHINA MARKET

Claims to be cruelty free but is widely sold in China.

China's regulatory laws dictates that brands are disallowed to be sold unless tested on animals prior

Reference: (China’s Cosmetic Market, China-trade-research.hktdc.com, 2017)

cruelty-free

BRANDING

Secondary target

audience:

Milennials

Reference: (How Milennials Want To Work and Live, Gallup, 2016)

primary target audience:

female cosmetic consumers

IN THE COSMETIC INDUSTRY

WHO

Reference: (The Statistical analysis for consumers’ intentions of purchasing cosmetics, 2011)

CRUELTY FREE

Products manufactured or developed by methods which do not involve animal cruelty

Reference: (Dictionary.com, 2017)

RISING POPULARITY

WHO ARE WE

Large influx of advertisements by companies promoting their products to be cruelty free even though they might not have been properly certified

Coalition for Consumer Information on Cosmetics

Reference: (The Ethical Consumer, Harrison, Newholm and Shaw, 2005)

Reference: (Leapingbunny.org, 2017)

LEADS TO

RISING

PROFITABILITY

Massive economical movement towards companies who label themselves as cruelty-free

57% Consumers are most invested in animal welfare as non-animal testing was the most important packaging claim among those surveyed

Corporate social responsibility as 72% of Americans oppose animal testing on cosmetic products

Reference: (Package This: Beauty Consumers Favor 'Cruelty Free' and 'Natural' Product Claims, Claims, 2017)

Reference: (MORE THAN A MAKEUP TREND, The Physicians Committee, 2017)

Lack of legal standards governing advertising and animal testings would mean consumers are vulnerable to deceptive advertising

Utilising Politics to influence sales, consumers are mislead and make uninformed decisions

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