As Blue Beauty has evolved from a conversation into a movement, a common question remains: what is the difference between Green and Blue Beauty? Perhaps the best way to answer this question is by way of an example. The month, in a very special Blue Beauty Limited Edition, we showcase a true Blue Beauty innovation: Cleo+Coco’s Zero Waste Deodorant Bar.
Clean and green deodorants have been gaining awareness in the last several years, with a few brands, like Schmidt’s and Native, going mainstream. In fact, there has been such an influx of natural, aluminum-free deodorants in the market that brands are differentiating themselves by focusing on scent, texture and skin type. Very few are innovating their packaging, with very few zero waste options.
Cleo+Coco has already succeeded in formulating a range of deodorants that work. I don’t mean they work for a few hours…these formulas stand up to conventional deodorants, and they smelled incredible, too. But when I initially tried the range, I wasn’t compelled to bring in another deodorant brand in plastic tubes. Despite the efficacy of Cleo+Coco’s product, I felt strongly that the future of natural deodorant had to evolve. Knowing the average American will use a whopping 800 tubes of deodorant in their lifetime, most of which will go unrecycled, this felt like the next frontier for Blue Beauty.
So, I proposed this challenge to Suzannah Raff, Founder of Cleo+Coco. Almost as a dare, I asked if she could develop a zero-waste deodorant to stand alongside the rest of her range. The ultimate sign of a true entrepreneur, Suzannah said nothing, went immediately to the drawing board and mocked up a viable, user-friendly, zero waste deodorant that did not compromise on formula elegance or efficacy. Her early prototypes were functional, portable and promising solution to displace deodorant in plastic tubes. And best of all, they still delivered the same smooth, rich and creamy formula in the two top-selling scents, one of which is baking soda free. This new innovation was checking all my boxes! I immediately told Suzannah that we would launch the full Cleo+Coco collection, including the traditional deodorants and the dry shampoos and body powders. Living lighter is a journey, and for those who still want the convenience that comes from a solid, plastic tube, we hope they fall in love with the clean formula, and give them a very good reason give the zero-waste alternative a try.
So how does the zero waste deodorant bar work? The bar, which contains the same amount of product that is in a plastic tube, is wrapped in a pliable wax that fits perfectly in the palm of your hand. Simply swipe the bar on underarm skin, as you would with traditional deodorant, and store in the organic cotton bag that comes with the product. When you get to the base of the bar, pull the wick to break the wax, and peel away the wax as you use the remaining product. The last bits get rolled onto your skin.
This month, our Blue Beauty Limited Edition Discovery creates zero barriers to trying this zero waste deodorant bar. Sure, it may take a little getting used to. But like any good innovation that disrupts the status quo, it will quickly become your new normal, making you wonder why plastic tubes were ever a thing.
