Éclair Naturals is raising awareness for its all-natural line of beauty products with the "Never Any" campaign. It highlights many of the potentially harmful substances you’ll never find in any Éclair products.
Developed with Marc USA, the creative uses models who serve as the canvas. Messages are written across their bodies in plant-based ink that include “Never any GMO’s. Never any sulfates. Never any loss of luxury or loss of peace of mind. Never anything you can’t trust.”
The images were shot by fashion photographer Ruven Afanador and make-up artist/body painter Joann Gair.
Print ads appear in Marie Claire, In-Style, Harper’s Bazaar, Cosmopolitan, Elle and Gluten Free Living. A 30-second spot features experts and dermatologists discussing how Europe and Canada regularly ban ingredients that are commonly found in traditional body care lines in the U.S.
Digital content will run across multiple channels featuring beauty and wellness experts and include partnerships with leading wellness resources, such as MindBodyGreen. The social-media campaign invites consumers and social influencers to join the “Never Any” movement with postings that reveal their own #NeverAny positions.
“One of the key goals of the NeverAny campaign is educating consumers and taking a stand for complete transparency and disclosure of harmful ingredients that people are putting on their skin,” stated Sharon Aulicino, CMO, Éclair Naturals. “Our new marketing campaign gives us a platform to declare what we stand for and wear it on our sleeves — or in this case, on our skin.”
In addition to its traditional marketing outreach, the company is advocating for a political movement.
Éclair Naturals is a supporter of the Personal Care Safety Act, introduced in 2015 by Sen. Dianne Feinstein, D-CA, and Sen. Susan Collins, R-Maine. It would require the Food and Drug Administration to investigate potentially risky ingredients.
The beauty brand says it is the first company to have its range of 100+ body-care products certified as gluten-free by Celiac Support Association and cruelty-free by The Leaping Bunny, a program run by the Coalition for Consumer Information on Cosmetics (CCIC).
The products are available at national drug stores like Rite Aid and rolling out nationally at various retail stores, including Target.