Procter & Gamble is embracing the cultural shift towards transparency by pledging to share with the general public all the fragrance ingredients contained in its products. Currently, US regulations provide that fragrance ingredients may remained undisclosed and may be listed as “fragrance” (the rule is the same under the European regulation which requires using the word “parfum”, except for certain allergenic substances that must be labelled).
The beauty giant, which counts Olay, Aussie, Herbal Essences and SK-II as part of its brand portfolio, has announced that it will share “all fragrance ingredients down to 0.01 percent” across its product portfolio in the US and Canada by the end of 2019. In addition to releasing ingredients for more than 2000 fragranced products, the company will also provide information about their source, citing whether they are derived from fruits, food items, or other products. Procter & Gamble claims to be the first company to commit to this level of fragrance ingredient detail across such a broad product portfolio.
Procter & Gamble is providing some initial examples of what the expanded fragrance disclosures include on selected products from its Herbal Essences hair care and Olay skincare brands. Other product categories, such as fabric detergents and home care products are also concerned. In the future, this policy should expand across additional product categories and geographies over time.
“Our goal is to give people information that is clear, reliable and accessible,” said Kathy Fish, Chief Technology Officer at Procter & Gamble, in a statement. “This is another step in our sustainability journey toward enabling consumers to make informed choices.”
Procter & Gamble hopes this new level of transparency will help consumers better understand the company’s choices thus boosting customer confidence.