Futurechat

Organic cotton is generally understood as cotton, from non genetically modified plants, that is certified to be grown without the use of any synthetic agricultural chemicals such as fertilizers or pesticides. Its production also promotes and enhances biodiversity and biological cycles. In the United States cotton plantations must also meet the requirements enforced by the National Organic Program (NOP), from the USDA, in order to be considered organic. This institution determines the allowed practices for pest control, growing, fertilizing, and handling of organic crops. As of 2007, 265,517 bales of organic cotton were produced in 24 countries and worldwide production was growing at a rate of more than 50% per year. (Wikipedia)

India is the world leader producer of organic cotton. It’s the second largest producer of cotton and second largest exporter. The demand for organic cotton over the world increases every year, especially in US, Europe. …more

The Indian drug and cosmetic act states specific standards for labeling, however it can be further strengthened by learning from other countries. In addition, I have listed down some additional recommendation that might be useful in making the products customer friendly.

Clarity of Communication – Further details on font, size, color, clarity of communication, label types as detailed out in US, FDA. It has been noticed that in Indian products, implementation of the spirit of the Indian drug and cosmetic act is frequently absent. Information is written in very small font, difficult to comprehend and sometimes obscured by vignettes that may obscure the lettering. Small size products, where the all information cannot be printed should appear on a tag, tape or card affixed to the container.

Language – While the act states that communication should be in English, I believe that in a country like India communication in a local language should also be made mandatory.

Ingredients - Ingredients are often written in the very small font size and more over the scientific naming of the ingredients makes it hard for a normal user to be able to know the risks involved. I believe that a centralized database should be maintained regarding the intensity of  all ingredients and products on human body.

Warning Statements - Caution statement should be included in all the cosmetic products, clearly mentioning that certain ingredients in the product might cause problems in certain individuals. While this is mentioned in the Indian drug and cosmetic act, and several suppliers do mention cautionary statements, many cosmetic products don’t.

Dermatological Testing Outcomes – Dermatological testing out comes should also be included along with the product, if not possible, should be posted on the websites of the brands.

Banned Substances – Certain ingredients, which are banned in other countries, should not be used in India. While this is regularly done by the Indian authorities a comprehensive database, available to the public on the web will increase transparency and ensure compliance.

Environmental Concerns – A statement that the ingredient used in the product or packaging do not cause any environmental problems should also be included.

This post is a concluding post in a series. The earlier posts are listed below

• The Lack of Beauty Information
• Beauty Products – Thoughts on Packaging and Labeling
• Information Map For Beauty Products
• Indian Standards for Cosmetics Labels
• Notes on Cosmetics Labeling Standards in the EU
• Notes on Cosmetics Labeling Standards in the US

My earlier blog posts touched on aspects of label communication usability.

In this mind map an attempt has been made to put together a series of thoughts on the information provided by 2 manufacturers, Hindustan Unilever for Ponds Age miracle and Garnier Skin Naturals Light. It is not an attempt to highlight any shortcomings, but just a simple analysis from my perspective of what I read  and what it means to me.

You can also see it here

Are you worried when you hear about the adulteration in foods, the harmful effects of plastics and general hype about chemicals used in cosmetics, shampoos and soaps? I know that I have started becoming really wary of the marketing hype surrounding new product launches and miracle cures.

Last Sunday, when I was giving a fantastic performance of imitating a couch potato I was woken out of my reverie when I saw the Garnier ad promoting a fairness cream followed up by Ponds ad also offering similar benefits.  It wasn’t the ads that woke me up, but the dissimilar tag lines Garnier offered a cure from age spots in 1 month whereas Ponds just 7 days.

Every summer my sister and I suffer the freckles that spot our faces and we often debate what to do about them. One summer Aloe Vera was tried, another summer Multani Mitti pack, a more recent addition has been a Lakme sun screen which has had no effect. Just a few days back my sister went out to get herself a Ponds, while I have been using the Garnier.

But having paid no attention to TV for a while I have probably missed the communication behind these products. When I did pay attention, this sunday, I was assailed with doubts. Which were further strengthened when I realised that the product labels on the jars don’t seem to say anything at all.

I have 2 fundamental concerns

Who do we ask?
If  an ad promises 7 days vs another promising a clear skin in 30 days. Is  the  first cream stronger than the other? Can it then harm my skin? Who do we ask? Should one ask the company or is there anyone else who can give a balanced scientific view?

Why is there no information?
At first glance there seemed to be no information on the jars or on the websites of both companies.
When I mentioned this to my sister, she remembered seeing the ingredients on the cardboard boxes the jars came in. So, I promptly brought a jar of each. And yes, they both have ingredients on the outside covers. But, is it just me who throws the boxes away and keeps the jars? I asked a few friends and none of them ever keep the boxes! So,there…..

Now that, I stand corrected. so change the above heading to

Why is there no clarity of information?

• If the product is being advertised so heavily, while stating that it has natural ingredients(Garnier Skin Naturals), how much of Vitamin C and Lemon Extracts, does it have? Is it then a ‘Natural’ / ‘Herbal’ product?

• Also why does the product not exist on the corporate website with detailed description. As of writing, The Garnier page on the L’Oreal India website does not mention any products  . The Garnier International site does not mention India as a country it operates in! While I am ready to acknowledge that L’Oreal does have a complete section on the research behind the products. In the absence of clarity on a specific product, questions remain unanswered.

• The Ponds India site specifies the India products but falls short of detailing out ingredients  on the website, other than basic information about Advanced CLA4 Complex. Though I honestly don’t know what that means, it also raises a doubt, ‘What on earth is CLA4?’

In addition to all the confusion above, the tuesday morning article in Times of India on ‘Site to tell you what labels don’t has worried me no end. The web is awash with information on the harmful effects of chemicals in cosmetics. Take a look at ‘Skin Deep’ and ‘Good Guide’. Even worse is a statement made by Environmental Working Group that states that the US FDA does not mandate safety checks on cosmetics.

So my question to you is ‘What is the price of beauty? Are we impacting our health for short term looks?

So, let’s take a detailed look at some of the issues.

Labeling

• What are the international and domestic labeling norms.  Is compliance to domestic labeling standards enough? Or is the Indian consumer wanting more? Should labels exist on product packs and on inside jars / tubes etc.? Could the labels be a bit more user friendly?

Web

• What role does the web play in information dissemination?  And does it clarify  or confuse?  What is the role of corporate / product sites? Should product rating sites be trusted?

Natural versus Chemical

• Everyone is proclaiming themselves to be green.  How can we believe anyone?
• Should we buy products that proclaim that they are Ayurvedic  or 100% natural, or others that clearly state that they use chemical compounds which have been tested for safety?
• My bottle of Forest Essentials shampoo states that some people might be allergic to some ingredients. Does it mean that ‘natural’ may not necessarily mean safe, just as ‘chemical’ may not necessarily mean unsafe?

Regulatory body

• Do we need a regulatory body that  transparently evaluates  formulations and makes this information known publicly?

My subsequent posts, will cover each of the topics listed above.

This message by Mr. R.K. Pachauri says it all. 

He speaks about the link between green inclusive growth, poverty eradication and climate change. 

Experience is all about the expectations and reality. This message strikes a chord about what Planet Earth expects of the human race and the current reality. The work we do starting now may well define the nature of life for the children of today and future generations. 

A very humbling thought ! 

Not a day passes without a report of a major accident on India’s roads. There are people who lose their loved ones and people who have injuries that they need to cope with for years and years to come.Genuine mistakes do cause some of these accidents .Most accidents, however, are likely to be caused because of brazen behavior on roads, low rule awareness and poor driving ability. I have , as yet , not written anything new in all this but I do feel passionately for road safety.Everyday on our roads, we see people breaking every known traffic rule with impunity.So I decided that I will take photographs of these people and send them to police for whatever action they deem fit. Punish or Education was their choice. However , after about a week of diligently taking photographs of erring drivers I was exhausted. Sometimes I missed the right moment or there were simply too many people breaking rules in the same photo frame. I should have invested in a video camera !Perhaps , I should release a coffee table book called Signs of Traffic! Hmm..So after a lot of thought I have these questions :

1. Why can’t traffic monitoring cameras be put on each traffic light or busy areas ?
2. Why can’t automobile companies look at safety related initiatives as part of corporate social responsibility ?
3. Why can’t the advertising standards focus on ensuring ads do not encourage dangerous habits on roads ?
4. Why can’t school curriculum focus on safety as an integral aspect of education ?
5. Why can’t corporate entities focus on safety as integral to their work environment ?
6. Why cant the law be modified to require traffic violators to compulsorily work in the trauma or emergency area of a hospital?

I’m sure there are more , but these are the ones I’ve thought about and come to mind as I write. If more come to mind, I will write about it.

Monitor Traffic with Cameras

My little experiment with a digital camera, while I was driven to work and back , convinced me that incase this were done it would really increase revenue for the traffic police. You might say it is very obvious . My thought is that maybe the reason it has not been done is because of funds prioritisation issues. Maybe, if that is the case, the concerned department could look at a public-private enterprise. My idea , focuses on a company taking on the responsibility of installing cameras and sharing revenue on a per car booked basis. Linking this data to insurance companies may result in increased revenue.The biggest benefit will be that roads will be slightly more safe to drive on. There are other related benefits of these cameras but I will focus on the safety aspect.Safety Initiatives by Automotive and related companies Some out of the box thinking is required to address this issue. I feel the automotive sector has a huge social role to play in highlighting safety issues. A case in point is the Castrol Drive for Safety campaign. It effectively highlights the danger of talking on mobiles while driving ( disclosure : One of the Castrol divisions is a client ). There are so many issues that need to be addresed and I do feel the automotive sector needs to do more. Some of the initiatives that come to mind are

• Training centers that teach driving that are linked to dealerships and service centers
• Automotive Safety and Defensive Driving CDROM and other literature that is part of the kit of a New Car
• Airbags as standard fitment . I find it amazing that cars are sold with power windows but no airbags. Surely safety should have been given more priority. Am i being naive ? If you gave the customer a choice between airbags and power windows at virtually the same price , what would they buy ? Is human life different at various price points? Does the pain of loss or injury differ at different price points ?

Responsible Safe Advertising It’s a hilly road, a girl and boy on a bike ignore the diversion sign and the instructions of person trying to guide them away from a treacherous patch of road. It makes me angry each time ! A man and a woman flirting about a cup of coffee. I’m sure this is common.What is uncommon is that they are breaking every rule book under the sun and they are driving their respective cars. Sudden u-turns, zig zags, you name it they have the move. Except that it makes me angry ! A bright red car races down a picturesque and serene area, throwing water on a person who is relaxing. The look on his face does’nt seem to suggest he is going to buy that car anytime soon.It makes me angry each time I see it. I’m not the greatest expert on brand values and communication but I do know one thing. Brand’s value propositions tend to focus on responsibility etc etc . How is it , that each of these ads seem to highlight a disregard for rules, potentially unsafe behavior and in the last case low civic sense. The group that owns the bright red car company, also has a chain of spas and hotels. I wonder how customer service managers of the spa will handle such a scene if it were to happen.Get a grip! , see the writing on the wall . People are getting hurt big time , communication ethics and advertising should focus on being responsible.Indian creativity, can surely come up with more responsible and cutting edge communication. Schools and Safety The reason we have low awareness of safety issues is because we have never really been taught safety. Looking back on my school years, I dont remember more than a couple of classes on road signs etc. Over the years, that emphasis seems to have gone even further down. I have read the debate on sex education but I’ve not yet come across any debate on safety. I wonder why !In addition to the above, I don’t see schools put any effort on safety aspects of their students and teachers. I find it shocking that court interventions have resulted in standards being defined. It should have been part of individual schools agenda to ensure safety of their students and teachers. Even now implementation of these standards is fairly poor. One just has to stand outside each school to get a sense of reality.Schools are spending money on advertising, infrastructure upgradation. How about safety? Investing in safety will always be a wise investment. Train the drivers, ensure an optimum number of students are there in each transport vehicle. The vehicle itself has to have optimal safety devices . Could an automotive brand be associated and engage in a more meaningful way with its future customers.Safety in the Work Environment  When we first started working for Castrol BikeZone on an experience design project, we were briefed on the HSSE policy of the company. With specific reference to road safety, clear instructions to switch off the phone while driving and usage of seat belts while in car were given. Their emphasis on security continues even now.A lot of companies do have safety policies but somehow the implementation of these seems rather limited. In the booming IT/ITES sector of India, I would highlight the following

• As the work day winds down in India, the work day in other parts of the world starts. At around 6pm onwards, conference calls are scheduled with other parts of the world. Most of these calls are fairly involved and long in duration. The interesting bit is , that a majority of the participants are in the process of moving out of office and driving back. Thus these calls are taken in the car while driving. Should the loss prevention or safety officer of a company be worried about these hazards ? Yes!. Are they worried ? I need to do some research to get a better sense . My gut feel says not enough is being done.
• The bpo boom has definitely resulted in a large number of people carriers on the roads. These vehicles carry staff to and fro from the workplace everyday. Most times, these vehicles are outsourced to a transportation company who has service level agreement (sla) with the bpo. Broadly speaking remuneration to the transportation company is based on the SLA which may include number of trips and people transported. It is fairly obvious that this system has some safety loopholes. Traffic rules are broken, long work hours of drivers and inadequate training issues result in accidents.

Similar instances exist in other areas as well. What is the benchmark of safety in such a scenario ? What does one measure and how can road safety be improved? It should be a priority discussion topic within the corporate leadership. Service in Hospital Accident Trauma Center This is a slightly radical point but I do believe that some sensitization is required. There are too many aggresive drivers with a brazen sense of power. They drive recklessly and end up hurting innocent people. I strongly believe that people who have been involved in accidents should be asked to spend time and assist in trauma centers. They should see the destruction and pain caused on our roads .Maybe it will bring some good sense into these people.The core objective of this post is to highlight the issue of road safety and the proactive role a company or a brand can play. The objective is to find more ideas and solutions that solve problems .