Newly launched skincare brand, Maiiro, is championing plastic-free beauty in their new campaign, ‘Pack of Lies’, and encouraging conscious consumption in order to drive a change in the skincare industry.
Although the skincare industry preaches self-care, the same attitude does not seem to extend to its role in the environment. In fact, a lot of skincare brands are major players when it comes to contributing to the world’s plastic problem. While many brands are setting targets to reduce the amount of plastic they produce, in a lot of cases their progress isn’t being tracked and they are ‘greenwashing’ their way out of making real change with charitable initiatives.
By launching ‘Pack of Lies’, Maiiro wants to raise awareness of this greenwashing phenomenon and highlight the extent to which the skincare industry is contributing to the plastic problem. ‘Pack of Lies’ acts as a hub of information on greenwashing and how to identify brands which are greenwashing, information on the plastic problem and the skincare industry’s contribution to it, while also providing information and tips on the recycling of plastic, to encourage consumers to do their bit for the planet.
Wanting to instigate real change within the industry, Maiiro have also launched a petition as part of ‘Pack of Lies’, to campaign for legislation to be passed that ensures all brands are transparent about their plastic initiatives, updating consumers on their progress and the measures they are taking to affect change. This ensures that consumers know what impact their purchases are having on the planet, so that brands will ultimately feel the pressure to work harder to reduce their plastic output.
Managing Director of Maiiro, Katy Rowe, said of the campaign: “Being environmentally friendly and sustainable has been a core element of Maiiro from the very beginning, and the plastic problem is one that we feel especially passionate about. Therefore, alongside the brand launch, we wanted to raise awareness of plastic pollution – a problem the skincare industry adds so much to. The problem is much bigger than any individual brand or product but we hope to highlight this and encourage other brands to follow in our footsteps and consider the environment first.”
To explore the campaign, please visit www.pack-of-lies.com