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IBE Best in Show Nominees

IBE Best in Show Nominees


After another incredible year at IBE, we are thrilled to announce the 2019 Best in Show Award Categories and Nominees.

Almost 350 products have been nominated across 40 categories after exhibiting at any of our five 2019 shows: Los Angeles, Berlin, Dallas, New York and London. Also below, you will also find our esteemed panel of professional beauty experts who have been testing the products, evaluating such criteria as: functionality, efficacy, texture, durability, packaging, scent, ingredients, performance, design and social responsibility. Finalists will be announced towards the end of the year and the winners will be announced in January 2020 before IBE LA.

An exclusive limited-edition collection of winning brands will also be made available for purchase following the announcement. To get your hands on the collection first, join the waitlist for first access!

Read more about our 2019 Best In Show nomination launch on Beauty Independent.

*2018 BIS Winner / *2017 BIS Winner / *2016 BIS Winner

Little Butterfly London
o.Moi Skincare
TBH Kids
Visha Skincare
Bartpracht GmbH
Belle & Beast Organics
Scotch Porter
*Way of Will
A Wholesome Glow
Berlin Skin
Bija Essence
BLNCD Naturals
Camille Obadia Skincare
Free + True Skincare
Henua Organics
I and I Botanicals
Marine + Vine
Petal Fresh® Superfoods™
Pure Mana Hawaii
Beboe Therapies
Dame Products
Free + True Skincare
Henua Organics
I and I Botanicals
Nala Care Inc.
*O’o Hawaii
Othús Perfumery
Rosebud Woman
solara suncare
*Au Naturale Cosmetics
Clare Blanc
Aether Beauty Co
Clare Blanc
IBY Beauty
Lord & Berry
Ayr Skin Care
*PLANT Apothecary
Trisha Watson Organics
Yangu Beauty
ANDA Skincare
Camille Obadia Skincare
Higher Education Skincare
Acaderma Inc.
Biophile Skincare
*Code of Harmony
Honor MD Skincare
LaFlore Probiotic Skincare
Leaf People Skin Care
Nø Cosmetics
Refresh Skin Therapy
Teami Blends
Alister for Men by Dan Bilzerian
Dead Sexy by Margot Elena
Marine + Vine
Othús Perfumery
Stories by Eliza Grace
The Sage Lifestyle
Bukli Haircare
Copperhed Hair Care System
Cria Hair
Danielle Creations
label.m USA
Pony puffin by PUFFIN BEAUTY
Smooth and Strong CBD Haircare
Virtue Labs
Zenz Organic Products
Cannabliss Organic
ENERGYbits Inc.
*HUM Nutrition
Hush + Hush
Stamba Inc
Herbal Dynamics Beauty
Inlight Beauty
True North Beauty
L.O.V. Cosmetics
My Moi
The Organic Skin Co.
Taupe Coat
The SIGN Tribe
CTRL Cosmetics
Dermatologist’s Choice Skincare
Herbal Dynamics Beauty
Little Butterfly London
The Good Patch by La Mend
The Spoiled Bee Cosmetics
Viking Beauty Secrets
Be You
black chicken remedies
*Little Moon Essentials
Sweet and Kind
Visha Skincare
Amazon Beauty®, Inc. | Rahua®
Comprehensive Cranium Care®
Flow Cosmetics
*Hydro Hair
NatureLab. TOKYO
Nelson J Beverly Hills
Nuuvo Haircare
Pharmacopia Natural Bodycare
The Seaweed Bath Co.
TRUHAIR by Chelsea Scott
Virtue Labs
Zatik Naturals
Zenz Organic Products
A Wholesome Glow
I and I Botanicals
I WANT YOU NAKED – Natural Skincare
Intoxicating Beauty
Laki Naturals
*Little Moon Essentials
NHCO Botanical Bodycare
C and The Moon
Intoxicating Beauty
Organically Wonderful
Bleu Lavande
Petal Fresh® Superfoods™
Pharmacopia Natural Bodycare
Stories by Eliza Grace
*Au Naturale Cosmetics
Cria Hair
**Province Apothecary
Cellu-cup / Glowcup
hess klangkonzepte – Sound Self Care
PMD Beauty
Spoolies® Hair Care Products
ANJALI MD Skincare
Ayr Skin Care
Seaside Medical Technologies
Veriphy Skincare
Yangu Beauty
*Code of Harmony
CTRL Cosmetics
Minimo Skin Essentials
Refresh Skin Therapy
The Ellen Lange Retexturizing Peel
Trisha Watson Organics
Urban Skin Rx
Acaderma Inc.
Codex Beauty
Good Science Beauty
Graydon Skincare
LaFlore Probiotic Skincare
Leaf People Skin Care
Sweet and Kind
Flow Cosmetics
Inlight Beauty
Iroha Nature
*Little Moon Essentials
Living Libations
Marin Bee Pure Honey Skincare
Green Stem
Merci Handy
Hawrych MD Lash
Pinky Goat
Starr Beauty Products
*Elvis & Elvin Inc
Hickey Lipstick
Lucky Chick
Spoil Me Beautiful
The Organic Skin Co.
Unicorn Snot
Banila Co
Be Fancy
*Code of Harmony
DUCALM Skincare
Nature Organic Beauty
**Province Apothecary
Yangu Beauty
Yon-Ka Paris
Dirt Don’t Hurt
Georganics Ltd.
Living Libations
My Magic Mud
Be You
Bra in a Box
Lunette Menstrual cups
Rosebud Woman
The Hello Cup
Graydon Skincare
Living Libations
Rosebud Woman
Smile Makers
Elvis & Elvin Inc
ESW Beauty (previously Elina Skin)
Karuna Skin LLC
Aether Beauty Co
Biophile Skincare
Coconut Matter Limited
Georganics Ltd.
POGO® Lip Balm
The Organic Skin Co.
black chicken remedies
Cleo&Coco Natural Body Care
Honestly pHresh
milk + honey
Nala Care Inc.
Zatik Naturals
Zion Health

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5 Ways to Humanize Your Marketing

5 Ways to Humanize Your Marketing

After thousands of conversations with hundreds of brands, I’ve noticed something strange: Small brands are always trying to look big, while big brands are often trying to look small. I understand where each is coming from, but my advice is the same: It’s more important to make your brand seem human.

The more personal your marketing, the more likely the audience is to feel a connection to the brand, to care and to know what matters to you. Big or small, the brand that feels most human is likely to win the business.

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10 Characteristics of Brand Coolness—and How to Engineer Them

10 Characteristics of Brand Coolness—and How to Engineer Them

Brands like Off-White, Apple, Instagram and performers such as Beyoncé and Jay-Z have thrived and maintained their longevity at least in part because consumers think they are cool. A non-cool brand like Pabst Blue Ribbon became a hipster icon only to lose its luster soon after. MySpace was once the largest social media platform, but then Facebook stole its thunder. What makes brands cool? And how can managers build and maintain brand coolness to grow their customer base and drive revenues?

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Daytime vs. Nighttime Products?

Daytime vs. Nighttime Products?

Daytime vs. Nighttime Facial Skincare Routines: What You and Your Customers Need to Know

When faced with the massive array of available skincare products, in all their many categories and uses, many people are understandably daunted. It’s no simple feat to determine which products are really necessary, when to use them, which order to use them in, and which versions are the best. One particular issue that trips up many skincare product users is the difference between a nighttime routine and a morning routine. You may be a customer wondering the exact same thing, or a business wondering how to make this information accessible to customers. Either way, this information should help clarify this particular confusion.

Nighttime Skincare Routines Are Likely More Beneficial

Let’s start with the basics. One thing many don’t realize is that the vast majority of facial skincare should be done in the evening before bed. Morning products should be limited to just a few (which we’ll cover later), and the routine should be much simpler. Skincare is absolutely most effective at night. This is mostly due to the fact that the skin absorbs and replenishes while you sleep, so to get the best benefits, this is when you should do your heavy lifting skincare. When you moisturize, hydrate, and care for your skin before bed by using quality skincare products, all of that good stuff is absorbed and used by the skin to rejuvenate while you aren’t even conscious of it. You also do your skin the favor of cleansing away all the makeup, sweat, dirt, oil, and other substances that make their way onto your face throughout the day.

Morning Routine

In the morning, not only do you probably have less time to take care of your skin, but you also already did all the most important skincare the night before. This means your best bet is to keep your morning routine short and simple. Start by gentle rinsing your face or wiping it off with a damp, soft cloth. Don’t pull your cleanser back out—all you need in the morning is to slough off dead skin cells and prepare your skin for your other products.

Next, use a toner. This is the most underrated product out there, and the one that should definitely be used both day and night. Follow it with a serum, if you choose, and then (more importantly) a moisturizer with SPF. If for whatever reason you’re not outside in the sunshine, such as the winter months spent indoors, consider a moisturizer like the Nighttime Nourishing Creme.

To recap, here’s a morning routine in order:

• Rinse face with water, or wipe with a damp cloth
• Toner
• Serum
• Moisturizer with SPF
Nighttime Routine

Taking care of your face before bed is probably the most crucial part of any skincare routine. Because the skin does all of its best refreshing and rejuvenating as you sleep, making sure that your facial skin is cleansed and nourished before you hit the hay is the best way to wake up with soft, glowing, beautiful skin that looks great throughout the day. If you do an evening facial care routine only once a week, you won’t be reaping the full benefits of your products. Set aside a bit of time each evening to do these steps and you’ll enjoy a healthier skin glow, plus the relaxing benefits of self-care.

Always begin your evening skincare routine by cleansing your face. This is a crucial step to remove all the makeup, dirt, and other impurities that build up on your face over the course of the day. The next step is to use an exfoliator, if you choose. Exfoliators can be either chemical or physical, depending on your skin needs and age. Physical exfoliators are recommended for younger skin, while chemical or a combination of exfoliators are better for mature skin. Either way, exfoliators should only be used 2-3 times per week, as part of your evening routine. Here’s our favorite physical facial exfoliator and here’s a great chemical one (labeled as a cleanser) to get started.

Follow these steps with a mask, if you enjoy facial masks. There are masks with a wide variety of textures, ingredients, and uses, so look for one that is designed for the needs of your skin. This might be hydration, soothing, redness relief, vitamin-boosting, or a multitude of other benefits. You can see the full list of masks here.

The next step is to use a toner, which is something that many people skip, but should be prioritized. Toner is critical for the face, as it brings the pH balance of the skin to a normal level. It also provides other benefits, dependent on the specific ingredients of your toner. Check out an array of toners here.

Your next move is to apply a facial serum. These primarily serve to deliver potent actives and deep hydration to your skin, helping create that next-day glow and fullness. Facial serums also have a variety of benefits depending on their specific ingredient blend, so be to sure to choose one that suits your skin type and goals. Many people focus on reducing the appearance of wrinkles and signs of aging, but almost all serums can offer their own benefits like brightening, toning, and firming. We have several great options to choose from here.

Finish off your routine by applying the final touch: a face oil, cream, or moisturizer of your choosing. This one is totally up to you and whatever makes your skin feel best. A thick night cream can be incredibly nourishing and moisturizing if you have dry or overworked skin (and nighttime is the best time to use a thicker face cream!). But if you prefer a lighter finish, a face oil or light moisturizer may be preferable. All three of these options lock in the nutrients, moisture, and rejuvenating power of all the other products you’ve applied in your evening routine, giving you the best skin results morning after morning.

Night-Specific Products

You may have heard rumors about ingredients and products to avoid for daytime use. There are a few of these rumors that we personally agree with and also recommend. Products with high Vitamin C content should be used at night, as well as those with AHAs. Not only can these increase sun sensitivity, but they also do their best work at night, so it’s more worthwhile for you to make those products count by using them before bed. We also recommend retinol products for nighttime use, and suggest pairing a retinol with a Vitamin C-based moisturizing product for the best possible effects from both ingredients.

To recap, here’s a nighttime routine in order:

• Cleanser
• Exfoliant (physical or chemical)
• Mask, if you like to use them
• Toner (don’t skip this!)
• Serum
• Face oil, cream, or moisturizer

Crafting your ideal skincare routine can take a little time and trial and error, but pinning down what works for you and your customers is satisfying and gives you real results. We hope that better understanding the difference between day and night routines will help you design your own line, and you’ll see the differences in your own skin. Let us know your favorite routines or products for different times of day in the comments below.

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Sell to Voters, Not Consumers

Sell to Voters, Not Consumers

Politicians have realized that framing their messages helps them resonate with different voters. Now, marketing research also shows that brands can use a similar approach to target their liberal and conservative customers.

An avalanche of hot takes and deep dives follows any major election, when reporters and pundits examine how exactly a candidate won. Their victory typically boils down to one simple reason: They did a better job appealing to the region’s predominant values.

Analyses of consumer shopping choices use similar language: How did consumers vote with their dollars? What items did they elect? It starts to sound political—and in fact, a growing body of research finds that shopper decisions can be based on the values of voters.

Political identity has always been a component of consumers’ identity, says Vanitha Swaminathan, a professor of marketing at the University of Pittsburgh. “There’s something called identity salience, which is this notion that (asks), ‘How important is a component of who you are to you?’ Lately, it seems to me that people’s political orientation has become a salient part of their identity. It’s how you define yourself more and more.”


Marketing researchers are finding that election maps can predict consumer attitudes as much as traditional demographics. The use of these insights doesn’t need to be overt: Ideological values can predict how consumers will respond to variations in messaging. Research on political messaging has shown as much, as studies find that conservative policies can gain liberal support when framed in terms of traditionally liberal values, such as empathy, social justice and equality of opportunity. The inverse is also true, as progressive policies were found to be more appealing to conservatives and moderates when framed in relation to traditionally conservative values such as patriotism, family, the American dream and respect for tradition.

paintbrushes and palette set
01 | Paint Brushes with Palette
Art can be therapy, so that’s why we created this harm-free, fair trade paint set. The brush bristles feature cruelty-free boar hair and the ceramic palette is an environmentally friendly alternative to plastic.

“In political campaigning, you appeal to different types of values, different types of things when trying to get people to vote for you,” says Samuel Gosling, a psychology professor at the University of Texas. It’s targeting by segmentation. “Political orientation is a really helpful variable because it does seem to predict a lot,” Gosling says. His own research from 2008, published in Political Psychology, found liberals to generally be more open-minded, creative, curious and novelty-seeking, while conservatives were found to be more orderly, conventional and better organized. It’s the exact type of audience insight that could make a marketer salivate.

As the nation becomes more politically polarized and Americans more entrenched in their views, political ideology may help marketers segment their audience. It’s just a matter of learning what traits are typical of an ideology, and how brand messaging can speak to them.

Growing political polarization may explain why ideology has become such a salient part of American identities.

A 2018 Gallup poll found that the number of Americans who identify as moderate shrank to 35%, down from 43% in 1992, while the portion of Americans identifying as liberal or conservative grew from 53% in 1992 to 61% in 2018. Pew Research shows Republicans and Democrats have been moving further apart in their political values, as well as approaches to addressing national issues they identify as top government priorities. Another Pew survey from 2018 found that 53% of Americans say that talking about politics with people they disagree with is generally stressful and frustrating, compared with 46% who said the same two years prior.

“Increasingly, this is going to be an important part of how people define themselves,” Swaminathan says. “And because it’s an important part of how people define themselves, companies and brands have no choice but to appeal to that part of identity.”

As Americans cling more strongly to political ideology as identity, there are two ways brands can tap into this segmentation, according to Nailya Ordabayeva, an assistant professor of marketing at Boston College. “First, they expect companies to chime in on political issues which they feel strongly about,” she says.

For example, Edelman’s 2018 Earned Brand study found that 64% of respondents said that they are buying from or boycotting brands based on the company’s stance on a social or political issue. Such belief-driven buyers were the majority in every market, age group and income level surveyed. The study also found that 67% of respondents purchased something for the first time because of the brand’s position on a controversial issue, while 65% said that they would not buy a brand because it stayed silent on an issue it should have addressed.

Appealing to consumers’ political ideologies by taking a stand on an issue has well-documented successes: In December 2017, Patagonia announced plans to sue the Trump administration in response to the government’s decision to reduce the protection on two national monuments in Utah. According to e-commerce and analytic company Slice Intelligence (now Rakuten Intelligence), Patagonia sales were 7% stronger the week of the statement than they were the previous week—a week that included Cyber Monday. Similarly, Nike sales surged 31% after it released its ad featuring Colin Kaepernick, according to Edison Trends.

02 | Pagoda Pillow
Sure, you’d rather be traveling, but now you can bring the vibrant world into your own home with this pagoda pillow. It’s part of the New Experiences collection, our line of internationally themed decor.
03 | I’M OK, YOU’RE OK Tea Set
Free to be … drinking tea! This groovy teapot set is perfect for a shared sip. Everyone’s invited to this Mad Hatter’s party.

But not all brands that take a stance will see an uptick in sales. They can also run the risk of coming across as inauthentic or opportunistic (see: Pepsi’s Kendall Jenner commercial). And the ones that are successful in driving brand affinity for some can still alienate others (see: consumers burning their Nike apparel after the Kaepernick ad).

“There is also a more subtle and perhaps more pervasive way in which political ideology can impact consumption,” says Ordabayeva. “My work falls within the second line of influences, of the implicit impact of ideology on consumer shopping behavior that has nothing to do with politics.”

This second line of influence uses the traits and beliefs that are commonly attributed to liberals or conservatives to inform marketing messages. It’s segmentation by ideology in what products or services appeal to the two groups, but also in how the messaging can speak to their ideological values.

Ordabayeva’s research, published in August 2018 in the Journal of Consumer Research, used seven studies to illustrate how political ideology influences consumers’ preferences for how they differentiate themselves. This idea is based on social psychology research that found people have a fundamental desire to showcase their identity to others. The defining trait that Ordabayeva and co-author Daniel Fernandes explored was expression of social hierarchy, which found that conservatives differentiate themselves from others by signaling superiority, while liberals differentiate themselves by signaling how they’re unique.

“We find that conservatives like signals of superiority because they very much endorse the idea of vertical hierarchical structure being legitimate and a reflection of real differences in individual hard work and character,” Ordabayeva says, “whereas liberals don’t endorse that idea. This is why they look for ways to differentiate non-hierarchically through these signals of uniqueness.”

These consumer-signaling strategies can be used by brands in their market positioning and messaging. Ordabayeva provided two examples in an article for Harvard Business Review: Mercedes-Benz catered to consumers who wanted to show their superior qualities and positions with its “A Class Ahead” tagline, while ad slogans such as Apple’s “Think Different” speak to consumers wishing to highlight their uniqueness.

In one of Ordabayeva and Fernandes’ studies, they offered participants a choice between a mug with their name and the message “Just Better” or “Just Different.” They found that conservatives were 2.2 times more likely than liberals to choose the “Just Better” mug. In another of their studies, participants could win a gift card for participation from either Ralph Lauren, which their brand perception pretests showed signals superiority, or Urban Outfitters, which they found signals uniqueness. Conservatives tended to prefer Ralph Lauren while liberals tended to prefer Urban Outfitters.

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The luxurious deserve luxury. You work hard to maintain your classy lifestyle, so kick back with a leather-bound book and a glass of vintage red while snuggled under this beautiful cashmere throw blanket.

The patterns were consistent whether political ideology was captured by a basic either-or option (“Are you liberal or conservative?”), by a 1 to 9 scale (one being “extremely liberal” and nine being “extremely conservative”) or measured by people’s attitudes toward various political topics (such as views on abortion, gun control, same-sex marriage or illegal immigration). Another of their studies verified that the results were consistent across income brackets.

Political ideologies also predict other traits. Swaminathan and her colleagues found that liberals’ and conservatives’ relationship to power can also guide messaging. The research, published in the Journal of Marketing in February, targeted conservatives and liberals on Facebook to find that power-distance beliefs play a role in consumers’ preference of user-designed products.

“For liberals, they were more inclined to like the product if it had user design in it, but conservatives didn’t,” Swaminathan says. “We argue that the reason is that power distance beliefs are quite different between liberals and conservatives. Conservatives have a belief in high-power distance: that organizations are superior, they’re elite and therefore are able to make better decisions and should be in charge of the design of the product. Liberals, on the other hand, are much more low-power distance in that they believe that everybody should be equal, so consumers should be equally placed to give input.”

Another study, published in the Journal of Marketing in September 2018, found political ideology can segment how consumers of luxury products respond to messaging. The researchers found that conservatives’ desire for luxury goods relates to their goal of maintaining status, based on the idea that conservative political ideology increases the preference for social stability. In fact, upon activating status maintenance in study participants who identified as strongly conservative, these consumers were willing to pay $109.80 on average for a set of headphones, compared with those with weak conservative views who were only willing to pay $65.10.

As the U.S. edges toward the next election season, Americans’ thoughts are turning toward politics, making them more cognizant of their ideologies.

“I would expect elections to increase the salience of one’s political identity and thus the effect to be stronger around election days,” says David Dubois, a professor of marketing at INSEAD and co-author of the study on status messaging for luxury goods. “It may make sense for brands to tune their message before Election Day as one’s political identity gets stronger.”

05 | Glassware
Some days you feel like a whiskey, neat, and other days you feel like a martini, shaken. So why not have a glassware set that shows the same variety?
06 | American Eagle Picture Frame
Add a touch of pride to your walls with this American eagle picture frame. It’ll make you nostalgic for picnics with the family on the Fourth of July—in fact, that’s a memory worth framing!

There’s proof that as Americans have become more polarized in their politics, they’ve begun pulling their identities with them. New York University political scientist Patrick Egan found evidence that people shift the nonpolitical parts of their identity to better align with being a Democrat or a Republican. His October 2018 paper used public opinion data collected through the General Social Survey, specifically a cohort of 3,900 people who were interviewed three times for the surveys, starting either in 2006, 2008 or 2010.

Each time the survey was conducted, respondents were asked to rank themselves on a seven-point ideological scale, then asked questions about their identities related to, for example, their heritage or religious beliefs. Among the shifts noted by Egan, conservative Republicans were much more likely than liberal Democrats to become born-again Christians and to stop identifying as non-religious. Liberal Democrats, on the other hand, were much more likely than conservative Republicans to leave religion and stop describing themselves as born-again.

If more Americans are shifting their identities to match their ideologies, and researchers have found that ideology can predict what messaging will appeal to shoppers, political orientation can serve as a new method of marketing segmentation.

“There are clear metrics of the ideologies of different markets,” Ordabayeva says. “There are electoral maps, voting data, in addition to demographic data such as Gallup poll data that can help marketers discern the political beliefs and ideologies of their consumers.”

For instance, Gallup polling from 2018 shows that audiences with the strongest conservative leanings include seniors, adults ages 50 to 64, men, residents of the South and adults with no college education, all of whom lean conservative by more than 15 percentage points. Whites, adults with some college education (but no degree) and residents of the Midwest lean conservative by at least 10 points. On the other side, adults with postgraduate education were 15 points more liberal than conservative and blacks were nine points more liberal. Adults ages 18 to 29 lean more liberal than conservative by four points, and adults ages 30 to 49, women and residents of the East lean slightly more liberal.

“Given that different geographies and different locations tend to lean politically one way or the other, companies could think about tailoring the positioning and the advertising, the messaging around their products toward superiority versus uniqueness in order to appeal more strongly to the ideological base of the specific market,” says Ordabayeva, in reference to her own research on differentiation signaling.

She also recommends that marketers consider targeting different outlets. It’s worth following where Republican and Democratic candidates place their ads. For example, digital and advertising strategy company Echelon Insights found in 2014 that 93% of political ads on the Golf Channel were for Republican candidates and 94% of the political spots on the E! Network were for Democratic candidates.

If a brand can use its existing demographics data to determine whether its customers are more liberal- or conservative-leaning, it can shape its messaging around that ideology’s values. If its customers span the spectrum, a brand can use that demographics data to shape what messaging appears across the country and on different media platforms.

“That’s where the real traction is, in values,” Gosling says. “That’s really what differentiates liberals and conservatives. And there’s a lot of flexibility in how you can appeal to those different values with the very same product.”

To win votes, politicians must appeal to their constituents’ values. To win customers, marketers may well use the same tactics.


Traits of Liberals and Conservatives: What else research has shown about political ideologies

Despite conservatives’ greater desire for control, three studies showed conservatism is positively related to variety-seeking. The study’s authors wrote that if a marketer wishes to target consumers who do not engage in variety-seeking among different brands—those who are brand loyal—they might target neighborhoods that are politically liberal or advertise in liberal media. On the other hand, if they wish to target consumers who are open to variety when introducing a new product, the marketer might target politically conservative neighborhoods or advertise in conservative media.

— “Political conservatism and variety-seeking,” Daniel Fernandes
and Naomi Mandel; Journal of Consumer Psychology

Researchers developed tailored persuasive messages about recycling that appealed to consumers’ political ideologies. They used messages related to individualizing foundations for liberals, based on fairness and avoiding harm to others, and the binding foundation for conservatives, based on duty and an obligation to adhere to authority. These appeals significantly affected consumers’ acquisition, use and recycling intentions and behaviors.

— “Getting Liberals and Conservatives to Go Green: Political Ideology and Congruent Appeals,” Blair Kidwell, Adam Farmer and David M. Hardesty; Journal of Consumer Research

In a study on charity advertising, researchers found liberals respond more favorably to equality-based rewards, whereas conservatives respond more favorably to proportionality-based rewards. They found liberals perceive greater effectiveness in equality-based rewards for donations based on random drawings, compared with conservatives who felt proportionality-based rewards based on donation amounts were more effective.

— “How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising,” Younghwa Lee, Sukki Yoon, Young Woo Lee and Marla B. Royne; Journal of Public Policy & Marketing

In a study of attitudes toward human rights, liberals responded most significantly and were more motivated to act in response to messages framed to emphasize the suffering of victims. Conservatives were more likely to feel motivated when the information is framed by graphic visual imagery of human rights abuse.

— “Rights on the Left and Right: How Ideological Predispositions Affect Human Rights Attitudes,” Joseph Braun

Political orientation is associated with problem-solving strategy: In a study, liberals solved significantly more problems through insight and aha! moments instead of in a step-by-step, analytic fashion. Conservatives were more structured and preferred clear answers.

— “The politics of insight,” Carola Salvi, Irene Cristofori, Jordan Grafman and Mark Beeman; Psychological Science

Research on openness to new experiences and conscientiousness found liberals are more open to experience and conservatives tend to be attracted to normality. The researchers polled and observed subjects in their tests, but also looked for physical clues in dorm rooms and offices. Conservatives’ bedrooms tended to have more calendars, postage stamps, flags and sports posters. Their rooms were also neater and better lit. Liberals’ bedrooms had a greater variety of books, more CDs and a greater variety of music, along with more art supplies, cultural memorabilia and maps of other countries.

— “The Secret Lives of Liberals and Conservatives: Personality Profiles, Interaction Styles, and the Things They Leave Behind,” Dana R. Carney, John T. Jost, Samuel D. Gosling and Jeff Potter; Political Psychology

A 2014 quiz by Time magazine of 220,192 respondents found liberals were more likely to believe, for example, that self-expression is more important than self-control. The survey also found liberals are more likely to prefer cats to dogs and are more willing to try a new restaurant that blended the cuisines of two very different cultures. Conservatives, on the other hand, were more likely to believe that all children need to learn respect for authority. They were also more likely to be proud of their country’s history and would prefer visiting Times Square than the Metropolitan Museum of Art.

— “It’s True: Liberals Like Cats More Than Conservatives Do,” Time, February 2014

From the American Marketing Association

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Words Matter. Here are some definitions you should know.

Words Matter. Here are some definitions you should know.


A formula composed of non-GMO plant, mineral, marine, and/or animal ingredients that do not contain petrochemicals and are physically or chemically processed without the use of petrochemicals.

Non-GMO: Does not contain genetically modified organisms.

Petrochemical: Fully or partially derived from petroleum.

Plant Ingredient: Material is or is derived from a living organism growing in the earth.

Mineral Ingredient: Material is or is derived from a naturally occurring substance formed as a result of geological processes.

Marine Ingredient: Material is or is derived from plants grown beneath sea level or in non-saline stretches of water, e.g. algae.

Animal Ingredient: Materials made by or directly sourced from animals. We use: honey, beeswax, and carmine.

Physically Processed: Utilizing one or more of the accepted physical processes.

Chemically Processed: Using one or more of the accepted chemical processes.

Acceptable Physical Processes


Using carbon dioxide to remove essential oils and herbal extracts from plants.


A substance taking in another substance. For example, when CO2 is absorbed into a sugar mixture to make soda.


Passing steam through an oil to remove compounds that easily evaporate.


Mixing two substances together until uniform.


Separating substances of different weights by spinning a mixture at high speed.


To deform, pulverize, or force inwards by compressing forcefully.


Separating a substance from a mixture by dissolving it in another material.


Using pressure to force changes between liquid, solid, and gas phases.


Extracting a chemical by boiling plant material, which may include stems, roots, bark, and bulbs.


Allowing liquid components to evaporate from a substance at room temperature.


Using steam or water to remove terpenes (fragrant compounds made from carbon and hydrogen).


Capturing water vapor from a boiling mixture to separate a component that evaporates easily.

FILTRATION and PURIFICATION (ultra-filtration, dialysis, crystallization, ion exchange)

Ultra-Filtration: Using pressure or density to force a material through a membrane to remove solids and/or large molecules.

Dialysis: Separating molecules by the difference in how quickly they pass through a membrane.

Crystallization: Separating a liquid by creating a solid crystal from a component of the liquid.

Ion Exchange: Replacing a charged molecule with another molecule that has the same charge.


Turning a liquid into a solid by decreasing the temperature below the material’s freezing point.


Using a mechanical device, such as a grinder or mill, to decrease the size of particles.


Extracting compounds from plant material by allowing it to soak for an extended period of time, typically in water, oil, or alcohol.


Freeze drying.


Softening or becoming softened by soaking in a liquid.


Using microwaves and gravity to separate materials like essential oils from a plant.


Filtering fluids through porous materials.


Using hot air to heat material evenly on all sides with an open flame, oven, or other heat source.


Allowing a mixture to settle and separate by gravity, then pouring off one of the components and leaving the other behind.


Separating and retaining the coarse parts of something with a sieve.


Compressing via balanced inward ("pushing") forces to different points on a material.


Removing microbes from a material by exposing it to flowing or pressurized steam.


Agitating a material using soundwaves to combine materials or remove a material.


Removing oil from a plant by breaking it in small pieces, cooling to low temperature, and exposing to vacuum and nitrogen gas.

Allowed Chemical Processes


Rearranging the units of a polymer (large molecule made of repeating units) so that it can bind with other molecules.


Replacing a hydrogen molecule with a group of molecules containing carbon and hydrogen.


Adding a molecule containing carbon, hydrogen, and nitrogen to a chain of amino acids (the building blocks of proteins).


Applying heat and removing air to break chemical bonds in solid materials like minerals.


Heating plant oil or resin without air to leave behind solid carbon.


Forming a polymer by combining two molecules and ejecting a smaller molecule, usually water, an alcohol, or an acid.


Esterification: Reacting an alcohol with an acid to produce an ester (a carbon and oxygen containing compound) and water.

Transesterification: Exchanging the carbon containing group of an ester with the carbon containing group of an alcohol.

Interestherification: Adding an enzyme (proteins that speed up chemical reactions) to an oil to rearrange the order of a fat molecule


Dehydrating an alcohol to form a molecule consisting of oxygen attached to two carbons.


The chemical breakdown of a substance by bacteria, yeasts, or other microorganisms, typically producing effervescence and heat.


A chemical reaction in which a substance combines with water.


A chemical reaction between hydrogen (H2) and another chemical compound or element.


A reaction in which two molecules join together to form a larger one and eject a water molecule.


A process where dissolved molecules with negative or positive charges are exchanged for other molecules with a similar charge. This is the same process used for water softening.


A reaction where an acid (low pH) and a base (high pH) react to form water and salt.


Any chemical reaction where electrons are exchanged between two compounds.


The addition of a phosphoryl group (PO3-) to a carbon containing molecule.


A process in which vegetable oils are mixed with lye to produce soap.


Sulphation: The replacement of a hydrogen atom in a carbon containing compound with a sulfate group (SO42-).

Sulphatation: Exposing a material to sulphur dioxide (SO2).


Formula is not known to cause environmental damage or result in non-allergy related injury/illness to people when used as directed.

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