Elcie Cosmetics has taken on the cosmetics industry, claiming that it is not doing enough to ensure that women don’t wear makeup during the office or to work in public places.
Elcie’s new “The Power of the Beauty Stick” campaign was unveiled on Thursday in the US, with a similar campaign set to launch in the UK.
In an interview with ABC News, CEO David Ruhlman outlined the company’s efforts to ensure women donned makeup during office hours.
The power of the beauty stick is that you can go to a beauty store and get a product that will make your skin feel so smooth and hydrated.
And we don’t have to wear it in public.
It’s an amazing tool to do this, said Ruhlsman.
“The beauty stick gives women the confidence to look their best when they’re on the job,” he added.
“So we have been working on it for the last 10 years.
We really feel that the beauty sticks are the right tool to help women wear makeup in public.”
Ruhlmans remarks come amid mounting evidence that the cosmetic industry is turning a blind eye to the needs of the average woman.
The National Cosmetics Institute (NCI) said in March that beauty products accounted for half of cosmetics sales in the United States, and half of cosmetic sales in China.
The NCI, which counts beauty brands like L’Oreal, Nivea, and L’Occitane among its members, said that the market share of the cosmetics market was growing faster than the economy.
Ruhlsmans comments come amid the continuing outcry over the prevalence of plastic in the workplace.
According to the NCI , plastic waste in the American workplace has doubled over the last five years, and a third of Americans said they have used a plastic bag or plastic bottle at work in the past year.
Rohlmans comments also come as the cosmetics and wellness industries are facing mounting pressure over rising health concerns among consumers.
In a report released last week, the National Association of Counting Agents (NACBA) said the US is seeing an increase in the number of Americans over the age of 25 who are obese, and that this trend is likely to continue.NACba’s executive director, Scott Lofgren, told ABC News the industry needs to make sure it is working to address the rising obesity epidemic, adding that it needs to develop more inclusive work practices.
“I think that what the industry is doing is trying to be inclusive and it’s trying to educate and encourage people to wear a lot of makeup and not do it in the office,” he said.
“It’s a big problem.”
Rohlsmans remarks follow a report last year by the Pew Research Center which found that the number a woman wears makeup in the course of a day at work was a significant predictor of her lifetime risk of developing breast cancer.
According the report, women who wore makeup were more likely to be overweight, to smoke, to take a sedentary lifestyle, and to have more than $2,000 in medical costs for a cancer diagnosis.