The Full Experience with Allison Carey of Raw Sugar Living
In this episode, Allison Carey, VP of Marketing at Raw Sugar Living, talks about the brand’s mission to provide better-for-you hair and body products at an affordable price, while also lifting spirits through positive messages, images, and experiences. She touches on the Gen Z consumer’s desire for authenticity, education, and values-alignment in the brands they support, and how the brand appeals to that generation through their raw voice and integrity. Allison sheds insights into their product development guardrails, and the importance of creating products that are safe for sensitive skin, kids, and even fur kids (dogs). We discuss the brand’s commitment to us 100% post consumer recycled (PCR) content in their bottles by 2030, their give back program that has donated over 20 million bars of soap and other clean essentials to families in need, and what the future looks like for Raw Sugar Living. We wrap up by hearing Allison’s personal vision for a better world.
Takeaways
The Clean Beauty Movement is a significant trend.
Gen Z prefers authenticity, education, and values alignment over big splashy campaigns.
Raw Sugar Living is dedicated to making clean beauty accessible and affordable.
The brand avoids harmful ingredients and prioritizes safe formulations.
Fragrance is carefully selected to enhance the consumer experience without compromising safety.
Consumer insights drive innovation, particularly in catering to younger generations.
Understanding consumer preferences is essential for marketing.
Consistency in messaging is crucial for brand loyalty.
Brands need to adapt to changing consumer expectations.
Authenticity can differentiate brands in a crowded market.
Sound Bites
“Gen Z really is not as interested in the big splashy campaigns and trends. They want more authenticity, more education, and they want brands that live into those values.”
“We don't just say Clean For All because we're an affordable brand. It also means that we have something for your whole family.”
“We formulate without phthalates, without silicones, and we also have a very strict policy on fragrance. So you can be rest assured that everything you're putting on your skin, not only is it safe and better for you, but it's also effective.”
“The post consumer recycled (PCR) plastic initiative was one that was started from the brand's inception.”
“We believe it's like a full immersive 360 experience. So it's good for you, it smells good, and you walk out of the shower feeling better.”
“We put sugar notes on the back of everything and it's always like a positive uplifting message.”
“We also have something for your fur kids too, because we have a line called Fur Kids and that is for your dogs.”
“A better world, to me, is definitely one where we all strive to make each other feel grateful and happier for what we have and how we use it.”
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