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agent of change
Reference: (CONSUMERS MISUNDERSTAND 'CRUELTY-FREE' LABELED PRODUCTS, ScienceDaily, 2017)
Reference: (Leapingbunny.org, 2017)
Reference: (Safety Assessment of Triethanolamine and Triethanolamine-Containing Ingredients as Used in Cosmetics, Fiume et al., 2013)
social media campaign
public relations
event
REACHING OUT
TO THE MASSES
feature story
Reference: (Transparency in Supply Chain, Revlon, 2017)
Reference: (China’s Cosmetic Market, China-trade-research.hktdc.com, 2017)
Secondary target
audience:
Milennials
Reference: (How Milennials Want To Work and Live, Gallup, 2016)
primary target audience:
female cosmetic consumers
Reference: (The Statistical analysis for consumers’ intentions of purchasing cosmetics, 2011)
Products manufactured or developed by methods which do not involve animal cruelty
Reference: (Dictionary.com, 2017)
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)
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