News up-date yesterday25 Sep 2024 10:53
Provenance’s green claims validation platform to be rolled out across THG Beauty’s LOOKFANTASTIC and Dermstore following ongoing success of Cult Beauty partnership
THG Beauty, the global brand owner, retailer, and manufacturer, is pleased to announce the expansion of its partnership with Provenance, a sustainability data platform designed to validate and amplify green claims.
Provenance’s platform will be rolled out to THG Beauty’s leading brands LOOKFANTASTIC and Dermstore, following the continued success of its five-year partnership with Cult Beauty, also part of THG Beauty’s portfolio. With Provenance’s leading data platform, framework, and publishing capabilities, THG Beauty’s brands will be able to publish transparent, fact-checked, and credible sustainability claims, ensuring customers can make informed choices at checkout.
Data from Cult Beauty, the first retailer to pioneer Provenance’s innovative solution back in 2019, shows that customers are more likely to purchase from brands that use Provenance’s verified sustainability claims (1.6% higher conversion rate). As well as embedding sustainability widgets on product pages, the retailer is leveraging Provenance’s data to drive a range of marketing tactics, including search and filter discovery, social media campaigns, email marketing and its loyalty program.
The announcement comes at a time of growing regulatory demands for accurate green claims, driven by global standards such as the EU’s Green Claims Directive, the UK’s Green Claims Code, and the anticipated updates to the FTC’s Green Guide in the United States. The move also comes at a time when products marketed as sustainable are growing 2.7 times faster than the rest of the market (NYU), underscoring the increasing consumer demand for genuinely sustainable options.
Through its expansion with Provenance, THG Beauty is setting a new standard for sustainability in the beauty industry, empowering brands and consumers alike to make informed and responsible choices.