Mecca Cosmetics called out for misleading Cruelty Free Claims
Australian beauty brand Mecca Cosmetics took to their Instagram to make a statement that ‘all brands at Mecca are cruelty-free’. This claim was quickly disputed online by some of their 620,000 followers – who pointed out Mecca stocks brands such as MAC Cosmetics, Clinique, Benefit, Nars, YSL, GlamGlow, Estee Lauder and Shiseido – all of which use animal testing.
Vegan and Cruelty-free products are in high demand from consumers, who look to purchase ethically produced products. This type of messaging clearly resonates with target audiences and is therefore sometimes loosely used by beauty companies. Industry watch dogs and fans alike are quick however to correct any companies who too broadly use this type of messaging.
In China, regulation states that it is essential for all products to be tested on animals before being sold in the country. This poses a roadblock for brands that have a vegan and cruelty free ethos. As the buying power of Chinese consumers grows, brands must choose between closing them off to a potential market or appealing to the conscious consumer.
The conscious consumer is more informed than ever and will not be mislead by false claims of cruelty-free produced products, when a quick Google search can tell them otherwise. False claims, stand to hurt a brands reputation more than any good PR earned from the false claim.
