Juliette Has a Gun's 'Not a Collection' Shares Free-From Cosmetics
Laura McQuarrie — October 29, 2019 — Fashion
References: us.juliettehasagun & glamourmagazine
A few years ago, Juliette Has a Gun launched Not A Perfume as a clean fragrance made out of a hypoallergenic element called Cetalox and now the brand is releasing an entire range called the Not A Perfume Collection. The entire collection is free from mineral oils, parabens, phthalates, artificial colorants, sulfates and SLS or SLES.
The line of cosmetics introduces all-new products to consumers like body mist, hand cream and shower gel, each of which shares the clean, signature Not A Perfume scent. While the water-based Not A Perfume Hair and Body Mist is designed to balance the pH levels of the hair and skin, the Not A Perfume Shower Gel is touted as a booster that amplifies fragrances that are layered on afterward.
The line of cosmetics introduces all-new products to consumers like body mist, hand cream and shower gel, each of which shares the clean, signature Not A Perfume scent. While the water-based Not A Perfume Hair and Body Mist is designed to balance the pH levels of the hair and skin, the Not A Perfume Shower Gel is touted as a booster that amplifies fragrances that are layered on afterward.
Trend Themes
1. Clean Fragrance - The Not A Perfume Collection highlights the trend of clean fragrances made without harmful chemicals or allergens, offering an opportunity for brands to develop similar lines.
2. Body Care Line Extensions - The addition of body mist, hand cream, and shower gel to the Not A Perfume line demonstrates the trend of body care line extensions, which provides brands with an opportunity to expand product offerings.
3. Fragrance Amplifiers - The introduction of the Not A Perfume Shower Gel as a fragrance amplifier is a trend among cosmetics brands to enhance the staying power of fragrances, which offers opportunities for innovation.
Industry Implications
1. Fragrance and Perfume - The Not A Perfume Collection offers a model for the fragrance industry to produce clean fragrances without harmful ingredients.
2. Personal Care - Body mist, hand cream, and shower gel are examples of personal care products that can be expanded into clean-labeled offerings.
3. Cosmetics - Fragrance amplifiers, like the Not A Perfume Shower Gel, are an emerging trend within the cosmetics industry, presenting innovation opportunities for other brands.
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