https://embed-ssl.wistia.com/deliveries/68a90fbd451db9f560ac107c2a3c3a0d.mp4
Sephora has done an excellent job of making it easy to shop and navigate. They have their ‘Clean by Sephora’ logo that’s easy to find in-store or if you’re online. It’s easy to click in and filter, and it gives you peace of mind that everything that’s labeled is eco-friendly and good for the planet. Thrive Market is another one that I often hear when I’m doing consumer interviews, as a place where people go just because it’s almost a mental shortcut. They know that if they’re buying from Thrive Market, it will be eco-friendly, not toxic, good for their bodies, and good for the world. Another example on the brand side is Ethique shampoo bars. They started as a solid shampoo, but now they’ve launched into other adjacent categories and waterless solutions.
From the moment you enter their website, their direct consumer experience online is clear and easy to navigate.
It’s in the very human and culturally relevant language. Then, when you get the product shipped home, they make the unboxing spirit fun. Some of the shampoo bars are heart-shaped, which is just a great thing to experience when you’re taking on a new sustainable product form. Finally, the product usage itself can be quite pleasant. That’s an example for me of a brand that’s gone above and beyond delivering on basic category benefits, like cleaning into an experience that actually surprises and delights people along the way.