'Free Of' Marketing: Honestly, Why Bother?

 
• By Ryan Nelson

Editorial: The WSJ reports that independent lab testing detected sodium lauryl sulfate in The Honest Company's liquid dish detergent, contrary to the startup's "free of" claims. Honest disputes the finding, but the resulting media storm and PR implications underscore the challenges inherent in such positioning, the scrutiny it invites and the risks a company assumes in marketing products for what they are not.

In an interview last year with "The Rose Sheet," veteran chemist and regulatory consultant David Steinberg of Steinberg & Associates suggested that many of the cosmetic industry's woes, including its depleted preservative palette, can be traced to the dawning of "free of" marketing.

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