CLARITY-The Soap Co. launches new brand BECỌ onto supermarket shelves

Jul 4, 2018 | News

By <a href="" target="_self">George Catchpole</a>

By George Catchpole

Marketing Manager

By Louise Bateman Wednesday, July 4, 2018

CLARITY-The Soap Cọ., the award-winning charity and holder of The Planet Mark™, has secured deals with Sainsbury’s, Waitrose and the Co-op, to carry its new socially enterprising and eco soap brand, BECỌ.

The new BECỌ products, which have been designed so consumers can purchase without compromise on social and environmental concerns, will launch onto supermarket shelves from July.

BECỌ, which stands for Better Considered, is a new sister brand to The Soap Co., a premium luxury brand created by CLARITY, the UK’s oldest social enterprise that creates employment for blind and disabled people through the manufacture of high-quality toiletries, soap and cleaning products.

BECỌ products have been created in the charity’s East London semi-automated factory where 80% of workers are visually impaired, disabled or disadvantaged. BECỌ products have been designed to save water and all ingredients are 100% eco-friendly, vegan friendly, cruelty free, and hypoallergenic.

The Planet Mark™ logo will appear on BECỌ product labels, in recognition of CLARITY – The Soap Co.’s commitment to sustainability across all of its business operations. CLARITY – The Soap Co.’s carbon footprint in year ending March 2018 decreased by 3.4% in the year ending March 2018 compared to the year before.

“[BECỌ] is a movement that puts meaningful change for disabled and disadvantaged people in the hands of everyday shoppers,” said Camilla Marcus-Dew, co-founder of The Soap Cọ. “It’s a bold new idea that will appeal to those who want more transparency, sustainability and great design from the products they buy […] We have left no stone unturned in setting a whole new standard in eco and sustainability credentials for supermarket shoppers.”

The BECỌ products consist of a 250ml vegan, eco-foaming hand wash (pictured), which saves 88 litres of water per bottle compared to liquid hand wash; and a 97% organic, vegan, 100g triple-milled bar soap in three planet-friendly and eco-certified fragrances: Honey Blossom, Spring Meadow and Wild Berries. Each bottle of foaming hand wash lasts 2.5 times longer than a liquid hand wash, meaning less plastic waste. The organic bar soap is also made with ingredients that have not been produced with herbicides, chemical fertilizers, or pesticides.

Uniquely, every product bears the names of three different team members involved in BECỌ’s creation – from product development through to customer services. Abhi, blind at the age of 14 following an accident, has his name appearing on the Wild Berries foaming hand wash. Abhi manually feeds BECỌ bottles onto the production line, ensuring there are no dents or scratches on its surface. Nic, who works in the customer services team, and has learning difficulties and Noonan Syndrome, is also named on the products. He said: “I’m thrilled to be recognised and to show that I don’t have to hide myself and my disability.”

CLARITY – The Soap Co. estimates that if every household in the UK used BECỌ in their bathrooms, BECỌ would create nearly 45,000 new jobs for people with disabilities.

“There has never been more demand for products which are better for society, better for the environment, and are just better for the people who buy them,” said Camilla. “Through the launch of The Soap Cọ, we learnt a lot about introducing an ethical heart to the world of premium body and bath products – and have left no stone unturned in setting a whole new standard in eco and sustainability credentials for supermarket shoppers.”

Commenting on the new launch, Steve Malkin, founder of The Planet Mark™, said: “It is fantastic to see that the supermarkets are getting behind such a unique brand as BECỌ. CLARITY – the Soap Co. is a charity that cares deeply about its environmental as well as its social impacts, which is why it has worked so hard to become a holder of The Planet Mark™. By launching BECỌ onto the supermarkets shelves, CLARITY – the Soap Co. is putting sustainability into the hands of the consumer.”

BECỌ has secured listings in Waitrose and Sainsbury’s and will be in store from the start of July – with selected Co-op stores following in late summer. To find out more about BECỌ visit Facebook and Instagram @BECO.UK

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