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‘The future of branding is glass boxes’, says Provenance CEO

Published on
February 9, 2021
The Provenance Team

Jessi Baker, Founder & CEO of Provenance, spoke with Kacey Culliney from Cosmetics Design Europe about the rapid growth in demand for transparency in beauty. 

“There’s a lot of beauty brands that know a surprising amount but because they don’t know everything, they’re not being as transparent as they could be. Some beauty brands own farms, production, but they don’t talk about it at all,” she said.

This lack of communication was particularly common amongst luxury beauty brands, she said, perhaps because of entrenched traditions that the consumer should simply trust brands were “doing the right thing”.

“They just don’t talk about it; I think they’re massively missing a trick. Branding is changing. We don’t just believe labels. For me, the future of branding is glass boxes – seeing right in and knowing the values of that brand match your own. There’s a mentality change, consumers are going through that mentality change, but also for brand managers and those who are guardians of the brand.” 

“It’s complicated; it’s like taking your clothes off in public. And a lot [of beauty brands] are waiting for perfection which could be an error,” she said.

To read the full article on Cosmetics Design Europe, including an in-depth article with Jessi Baker, click here.

The Provenance Team

Provenance is setting a new global standard for consumer sustainability, by validating and amplifying sustainability credentials throughout the customer journey. Provenance’s platform enables businesses to be transparent about their impact, so that they can reduce the risk of greenwashing, realise their sustainability ambitions and future-proof their market share. 200+ leading CPG businesses are using Provenance to communicate their sustainability credentials, including Cult Beauty, The Ordinary, The Nue Co, Shiseido, BELU, Arla and Napolina.

The Provenance Team

Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance’s technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever

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