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Provenance, the sustainability marketing technology company, is now empowering American beauty shoppers to make values-led purchases, after partnering with its first US retail partner, Beauty Heroes.
Jeannie Jarnot, Founder & CEO of Beauty Heroes told Beauty Matter:
“I founded Beauty Heroes to showcase and celebrate truly healthy beauty brands, and communicating their planet positive initiatives is an integral part of our content-forward marketing style. Because of this, Provenance makes so much sense. Brands have a responsibility, retailers have a responsibility and consumers have a responsibility to do better for the planet. This intersection is where Beauty Heroes plays. And Provenance is helping us do it more transparently,”
Jessi Baker, CEO and founder of Provenance, said:
“As shoppers continue to change their purchasing preferences based on sustainability, the opportunity for brands to leapfrog competitors and appeal to shopper demand is immense. But many, intentionally or unintentionally, are misleading shoppers. The beauty industry has a lot to answer for in terms of ambiguous language and ‘blue-washing,’ but we know misleading claims, in all forms, are the enemy of progress in service of people and the planet. That’s why Provenance is excited to work with more retailers and brands to help enable commerce as a force of good and ensure products have credible claims.”
Read coverage of the launch on Beauty Matter
Learn more on Beauty Heroes' Blue Beauty blog
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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