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  • Giving hygiene a rebrand
  • Giving hygiene a rebrand
    Cosmopolitan (2014) ©
CASE STUDY

Mother Dirt: rethinking the meaning of clean

Science has long been used by cosmetics brands to assert themselves as authorities on beauty and well-being. But consumers are shrewder than ever. Mother Dirt is different; it's the brainchild of a scientist. But can beauty buffs get to grips with cosmetics containing live bacteria?

Location United States

Scope
From anti-ageing moisturisers to collagen-infused shampoo, science has long been used by cosmetics brands to assert themselves as authorities of beauty and well-being.

But consumers are growing shrewder by the day and numerous studies poke holes in these claims. In July 2015, a collective of US researchers claimed that just 14% of science-based claims in beauty advertising were acceptable. [1]

Mother Dirt is a brand with a one-up on most; its products are the brainchild of a scientist. But can beauty buffs get their heads around the idea of cosmetics containing live bacteria?

Canvas8

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