{"id":165185,"date":"2021-06-22T15:35:32","date_gmt":"2021-06-22T15:35:32","guid":{"rendered":"https:\/\/theindustry.beauty\/deciem-seeks-to-clean-up-chemical-misconceptions-with-new-campaign\/"},"modified":"2022-01-13T09:42:07","modified_gmt":"2022-01-13T09:42:07","slug":"deciem-seeks-to-clean-up-chemical-misconceptions-with-new-campaign","status":"publish","type":"post","link":"https:\/\/theindustry.beauty\/deciem-seeks-to-clean-up-chemical-misconceptions-with-new-campaign\/","title":{"rendered":"DECIEM seeks to clean up chemical misconceptions with new campaign"},"content":{"rendered":"

Beauty company DECIEM has launched a new campaign designed to help consumers\u00a0understand chemicals, so that they're no longer deemed as 'bad' or 'dangerous' when it comes to skincare.<\/p>\n

<\/p>\n

The \u2018Everything\u00a0is Chemicals\u2019 campaign will see DECIEM launch a series of educational content to help explain how chemicals are part of everyday life, in a bid to ease the confusion that consumers currently have around\u00a0'clean beauty' and re-build trust in skincare science.<\/strong><\/p>\n

\u201cIn the language of Chemistry, a chemical is any substance with a definite composition. For example, a simple combination of one atom of oxygen (O) and two atoms of hydrogen (H) gives us H2O, the chemical formula of water. In this context, water is a chemical,\u201d DECIEM said.<\/p>\n

\u201cWe hope that by sharing these examples, consumers will begin to understand\u00a0how everything really is a chemical.\u201d<\/p>\n

The current \u201cunclear\u201d definition of \u201cclean beauty\u201d was encouraging marketing to lead over very clear science, DECIEM said.<\/p>\n

\u201cAs we all move towards a more transparent future, it\u2019s important that we continue to question the ways in which the beauty industry communicates,\" it added.<\/p>\n

Watch the first of DECIEM\u2019s new videos here<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Beauty company DECIEM has launched a new campaign designed to help consumers\u00a0understand chemicals, so that they're no longer deemed as 'bad' or 'dangerous' when it comes to skincare.<\/p>\n","protected":false},"author":82,"featured_media":144335,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[6],"tags":[18606,17449],"acf":[],"yoast_head":"\nDECIEM seeks to clean up chemical misconceptions with new campaign - TheIndustry.beauty<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/theindustry.beauty\/deciem-seeks-to-clean-up-chemical-misconceptions-with-new-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DECIEM seeks to clean up chemical misconceptions with new campaign - 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