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New Skincare Brand Gets Painful Lesson In Free-From Marketing

November 15, 2017: 12:00 AM EST
The launch of Kristina Holey + Marie Veronique Skincare Collection holds a cautionary tale in the dangers of free-from marketing.  After noticing an increase in patients suffering from red, inflamed skin that she believed was due to essential oils, Kristina Holey worked with her partner Marie Veronique Nadeau to create a range of products to rebalance the microbiome, or healthy flora, of the skin. The products were free of essential oils but the duo found that instead of focusing on the benefits of their new products media attention concentrated on the damage essential oils could do, with a corresponding backlash aimed at Kristina Holey + Marie Veronique.  Refinery29 ran an article Are Your 'Natural' Skincare Products Actually Hurting Your Skin? while The New York Times' T Magazine looked at Skincare’s Backlash Against Essential Oils. A core takeaway seems to be to stress the benefits of a product rather than emphasize the downsides of ingredients removed or avoided.[Image Credit: © Kristina Holey + Marie Veronique]
"The Demonizing Of Essential Oils: How A Skincare Launch Started A Witch Hunt Against Natural Beauty", Forbes, November 15, 2017, © Forbes
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