THG Beauty, the global brand owner, retailer, and manufacturer, has announced an expansion of its partnership with Provenance, a sustainability data platform that helps validate and enhance green claims.
Following the successful five-year collaboration with Cult Beauty, also part of THG Beauty’s portfolio, Provenance’s platform will now be implemented across THG Beauty’s prominent brands, LOOKFANTASTIC and Dermstore. With Provenance’s advanced data platform, framework, and publishing capabilities, THG Beauty’s brands will be able to make transparent, fact-checked, and credible sustainability claims, allowing customers to make informed choices at checkout. THG Beauty broadens its partnership with Provenance to strengthen sustainability marketing efforts.
Data from Cult Beauty, the first retailer to adopt Provenance’s innovative solution in 2019, reveals that customers are more likely to purchase from brands with Provenance’s verified sustainability claims, showing a 1.6% higher conversion rate. In addition to incorporating sustainability widgets on product pages, the retailer is utilizing Provenance’s data to enhance various marketing strategies, including search and filter discovery, social media initiatives, email campaigns, and its loyalty program.
This announcement comes amid rising regulatory demands for accurate green claims, influenced by global standards like the EU’s Green Claims Directive, the UK’s Green Claims Code, and anticipated updates to the FTC’s Green Guide in the United States. Moreover, products marketed as sustainable are now growing 2.7 times faster than the overall market, highlighting the increasing consumer demand for genuinely sustainable options.
Through its enhanced partnership with Provenance, THG Beauty aims to set a new benchmark for sustainability within the beauty industry, empowering brands and consumers to make informed and responsible choices. THG Beauty broadens its partnership with Provenance to strengthen sustainability marketing efforts.
Jessi Baker, Founder of Provenance, states: “Provenance’s partnership with THG Beauty marks a significant step forward in our mission to drive transparency in the beauty industry. We are thrilled to see our platform expanding to Dermstore and LOOKFANTASTIC, enabling more brands to communicate on sustainability in a compliant, customer-friendly way, and to start to generate a return on their sustainability investments.”
Mark Jones, Chief Sustainability Officer at THG, adds: “Part of THG’s core sustainability vision is to use our scale and partnerships to promote and embed sustainability into everything we do. Expanding our partnership with Provenance is a testament to this commitment. We are dedicated to supporting our brands and brand partners in their sustainability efforts and ensuring our customers have access to transparent and credible information, and by providing the tools to verify and communicate sustainability claims, we are fostering a more informed and conscious consumer base.”
