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Whole Foods Market to Educate Consumers on Beauty and Personal Care Ingredients

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On Saturday, March 30, 2019, Whole Foods Market will host the Whole Foods Market Better Beauty Swap, an event focused on helping consumers “clean up” their routines by exchanging current beauty items for trend-setting products that meet Whole Foods Market’s quality standards.

According to the retailer, the first 200 consumers in select New York City, Chicago, Philadelphia, San Francisco and Los Angeles Whole Foods Market stores to bring in one empty beauty or body care product can swap it out for a free, limited-edition Whole Foods Market Beauty Bag.

The Whole Foods Market Beauty Bags will be available for purchase in stores nationwide for $20 each, beginning March 29 and while supplies last.

The retailer recently conducted a survey which found:

  • Thirty-three percent of consumers do not understand ingredients commonly found in conventional beauty and body care products—such as parabens, microbeads and formaldehyde—well enough to know what they are.
  • Fifty-nine percent of consumers do not regularly read beauty and body care labels in-store before purchasing. 
  • Seventy-four percent of consumers either do not know if there are specific government regulations for labeling beauty and body care products as “organic,” or think the regulations already exist.

In response, Whole Foods Market developed strict Body Care Standards and bans more than 100 ingredients commonly found in body care products, including phthalates, parabens, microbeads, formaldehyde-releasing preservatives, triclosan, BHT, BHA and aluminum chlorohydrate.

Jen Coccaro, Director of Merchandising, Whole Body, said, "These findings on consumer perceptions and buying habits showcase a continued need for broader awareness around better-for-you beauty and body care ingredients. That is why, as a leader in offering the finest, high-quality beauty, hair and body care products, Whole Foods Market will continue to educate and empower consumers around our belief that what goes on your body is just as important as what goes in it."

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