Detox Market x Provenance: Sustainability Transparency Boosts Beauty Brand Marketing and Shopper Conversion

The Detox Market has teamed up with sustainability data platform Provenance, allowing beauty brands to validate their sustainability claims in line with shifting regulatory and consumer demands for transparency. The system not only provides clarity and cross-platform compliance, it also enhances brand marketing and consumer conversion. 

"Brands can choose from any of the 125-plus claims and certifications in the Provenance framework," says Jessi Baker, founder and CEO of Provenance, "which are spread across five distinct social and environmental impact areas: waste, nature, climate, workers and communities. So brands can make claims ranging from Widely Recyclable Packaging to Donates to Charity to Organic Ingredients."

Baker adds, "For certifications, we work with the certifying body to ensure that the certification is accurate and up to date. When it comes to claims, we require brands or products to meet strict substantiation requirements, or to have those claims verified by an approved verification partner."

The Detox Market’s 180-plus brand partners can highlight their sustainability during the shopper journey by using the Provenance platform; these brands can improve their ranking in search and filter results, enhance their marketing campaigns, and convert shoppers "more effectively with sustainability widgets on the product page," per an official announcement.

"From their Provenance account, brands can select the relevant claims or certifications and upload the required evidence," says Baker. "As soon as Provenance has reviewed the evidence and validated the claim or certification, those claims will appear on your product pages and start boosting your ranking in sustainability-related search and filter."

Baker adds, "The first place Detox Market customers will see these sustainability claims is in a widget on product pages. Customers can click on any claim to view the criteria and evidence behind them, giving them confidence that they’re accurate. Retailers can embed this information throughout the customer journey. Those same claims will also drive brands’ search and filter rankings on The Detox Market."

Validating claims through the Provenance system reportedly has significant benefits for cross-platform selling and more. 

Baker explains, "The exciting part is that those claims won’t only go live on, in this case, The Detox Market–but on all of the Provenance partner retailers that a brand sells on. So a brand like Innersense Organic Beauty now has the same validated claims working for them on Detox Market as well as Cult Beauty, Beauty Heroes and Naturisimo–and that network of retailers is growing incredibly fast right now." 

She adds, "Other Provenance-partner retailers activate the data with social and email campaigns, sustainability edits or enhanced loyalty schemes–and in doing so, some have driven a 34% higher purchase rate for brands with Provenance claims."

More than 30 of the retailer’s brand partners have already signed up to the initiative, including Odacité, True Botanicals, Tata Harper, Innersense, Pai, Briogeo, Rituel De Fille and Prima.

The Provenance partnership comes ahead of anticipated changes to the U.S. FTC’s Green Guides, requirements from the EU’s Green Claims Directive and more.

Baker notes, "We’re seeing big moves from global regulators requiring green claims to be accurate, unambiguous and substantiated. Europe is a little ahead of the game on this–with the EU’s Green Claims Directive–and so our framework of claims is aligned to those very stringent standards. But in the United States we’re also anticipating updates to the FTC’s Green Guides later this year where similar requirements are expected. Frankly, a lot of the brands and retailers we speak to are feeling very unprepared for these regulations, so we’re excited to be giving brands and retailers the confidence to share compliant claims once more."

Romain Gaillard, CEO of The Detox Market, says, "Transparency has always been at the core of The Detox Market’s mission—we want to empower our customers to make informed beauty choices that benefit their own wellbeing and that of our planet. Provenance is a vital component of the sustainability tech stack of the progressive retailer. Their technology and data capabilities will ensure we deliver a best-in-class shopping experience for the modern, conscious shopper.”