Transparency is at the core of Deciem's values, which made it relatively easy to launch the company's “Everything is Chemicals” campaign.
As Rita Silva, science communications associate for the company, explains in this video interview, the goal of the project was to counteract fearmongering in the cosmetics market by putting science forward in the messaging. She also detailed the role of R&D and other departments in these efforts.
Silva added that Deciem aims to re-tell the story of "toxic" ingredients by teaching consumers about risk and exposure; i.e., "the dose makes the poison." As such, the "Everything is Chemicals" message was targeted heavily across social media, aiming to reach consumers who do not typically interact in scientific communities.
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