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In a deep dive exploring how beauty brands are increasingly turning to blockchain to drive transparency and trust, Vogue’s Daniela Morosini spoke to Jessi Baker (Founder & CEO, Provenance) and Alexia Inge (Co-Founder & Co-CEO, Cult Beauty) about the partnership.
Looking to reassure its customers, in 2019 beauty e-tailer Cult Beauty turned to transparency software company Provenance. “We wanted to help substantiate claims that are being made and to assure [customers] that they're true,” says Jessi Baker, founder and CEO of Provenance. The partnership features ‘proof points’ that shoppers can examine before purchasing. The ‘proof point’ keywords on web product pages include Coral Reef Safe, Cruelty Free, Supports Charity and 100% Recycled. “These appear as an icon on a product page that says ‘cruelty free’ or ‘clinical trials’, and when a customer clicks on it, a window comes up with the dated accreditation or certification and plain-speak bullet points about what this means in real terms,” says Cult Beauty co-founder and co-CEO Alexia Inge.
Cult Beauty has now added over 1,500 proof points across 60 different brands, including REN Skincare, Becca Cosmetics and Goldfaden MD. Inge says: “This use of blockchain technology swings the status quo from over-sell and under-inform to educated and empowered.
To read the full article on Vogue, click here.
To learn more about Provenance's partnership with Cult Beauty, click here.
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.
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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