Backgrounder
- Brooklyn Lundy
- Oct 31, 2022
- 3 min read
Updated: Nov 30, 2022
Brooklyn Lundy PR firm is representing a cosmetic company that is launching a cruelty-free vegan line of makeup. The situation at foot is that there has been some backlash from animal lovers about why our client is just now creating a cruelty-free vegan makeup line. It has affected sales and they have received a lot of unwanted attention. However, comments are being made from people who don’t mind the regular makeup and testing on animals. They are concerned as to why the cosmetics company is doing a vegan line if their current products are working. The consumers are worried that once the cosmetic company develops the vegan makeup, they will get rid of the regular products that are already being sold and this brand will only sell the cruelty-free vegan makeup. The products already being sold are products the customers love. Our PR firm’s role is, of course, being supportive to the cosmetic company. The cosmetic company wants to change and make the world a better place; therefore, Brooklyn Lundy PR firm is committed to providing the best representation for our clients and their goals. Our product is the cosmetic company and their new cruelty-free vegan products.
Animal cruelty has been around since 1938 when the 1938 Food, Drug, and Cosmetic Act made it a requirement, per the FDA, to test on animals before a new drug can be used by humans. Our cosmetic company is new, so they knew starting a new company would take a lot of time and resources. Once they built up their portfolio and really educated themselves on this animal testing epidemic, they decided to act. Some processes our PR firm has developed to help with the backlash is having a PR Day with all the types of animals that have previously been tested on and having a charity event in their honor. It will be shared on social media and will have an option to donate to through Instagram. All donations will be donated to the national humane society. We will also write a formal press release about how we are advancing our formula to better the lives of our consumers and partnering with the humane society in the next launch. A portion of the revenue earned from the launch will be donated to the national humane society corporation. Cosmetics has previously been mixed and tested to see if a reaction would occur on animals. It was cruel and inhumane. Then, the movement of animal cruelty and vegan makeup started to rise. It was not only a wakeup call but a call to action to our consumers to open their eyes to what really matters. Saving these animals. Animals such as puppies, guinea pigs, mice, and primates will no longer have to go through the testing process anymore.
The current state of animal testing in the cosmetic industry is being heavily criticized. A lot of consumers are “cancelling” cosmetic brands who do not offer a cruelty-free vegan option because people have educated themselves on the animal testing process. Also, the FDA Modernization Act of 2021 was introduced to Congress. The bill aims to “amend the Federal Food, Drug and Cosmetic Act to allow manufacturers and sponsors of a drug to use alternative testing methods to animal testing to investigate the safety and effectiveness of a drug, and for other purposes.” Brooklyn Lundy PR believes this to be a step in the right direction nationally, and it is especially good timing for our cosmetic company cruelty-free vegan makeup line drop.
We understand there will be people who disagree with stopping production of regular makeup; however, our scientists will mirror the cosmetics to the best of their abilities. The only difference is they will not be tested on animals and will use vegan ingredients only.
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