New consumer app ranks brands according to ethical practices

New consumer app ranks brands according to ethical practices

Good On You is set to be a global cross-industry resource for conscientious shoppers. It’s grading fashion brands now and will rate cosmetics and personal care companies in 2016. 

Today, consumers across markets care about how, where, and by whom their favorite products are made.

The “Good On You [app] helps shoppers find out more about the environmental, labour and animal protection standards of many major fashion brands, and helps them make better informed purchases,” explains Ariel Bogle in her Mashable item about the software.

Fashion forward

For now the company is narrowly focused on fashion. "Fashion is an industry that has a big impact on the environment, labor rights and animals, and is said to be the second most polluting industry in the world," Gordon Renouf, tells Bogle.

Good On You ranks close to 1,000 fashion brands to date, and gives each a designation of "great," "good," "it's a start," "not good enough" or "we avoid."

The app also functions as a location-based discovery tool. Consumers can find the nearest shop that sells a given brand. And, beyond this, it “will let users personalize their ethical preferences so it can recommend brands that best suit their interests,” reports Bogle.

Global brands

Since fashion and beauty are interwoven industries, it’s worth observing what happens in that space. Prominent companies like Nike and H&M received an “it’s a start” grade from Good On You.

When the social analytics firm NetBase reported on this year’s consumer social posts about beauty, Nike came in at number 27 on their list. “Whether within the context of feeling beautiful or as a complement to beauty items, [Nike] is seen as the perfect match in daily conversation,” explains NetBase. (Read more from Cosmetics Design on the NetBase report.)

Risk-benefit ratio

On the service side of the business, Good On You has a mission to share info on ethical practices that makes sense: "Our trick is to save you the time ... by putting it all together in one place," Renouf tells Bogle. Adding, "Our aim is to be useful to the vast majority of shoppers."

The revenue model is something of a work in progress. As Bogle reports on Mashable, Good On You has plans to let companies with “good” or “great” grades pay to promote its brands.

Though, it’s a free app on Android and iOS, and “Good On You is looking for funding to help grow its reach,” she explains.

Beauty is next. The app maker “will be ready to look at cosmetics and personal care products in the new year,” Renouf tells that publication.

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