Oh well, it’s time again to come back and update this blog. There are many questions that need to be answered and a long time has passed since our last time together. And not only time, but lots of new experiences that we need to share with all of you, our friends.
When companies don’t have anything of value to say and their product or service is relatively ordinary, they often rely on marketing to create an image that they hope will add value to their brand. That is not the case with us. When you have a purpose and a vision at the heart of the company like we do at Hugo Naturals, and the leadership that my wife and I put together in order to help us change the industry, and when you understand our core values and our purpose, that all provides a road map to insure that we hold our course as a company along this journey. We are continuously transforming ourselves like our butterfly on our logo.
We have the most incredible team that is helping us to make our dream a reality, which is to enhance people’s lives by making the safest, most natural, most pure and luxurious products for our customers, and in turn, helping to make a beautiful and happy world and forging an incredible destiny for our employees.
We made changes in our packaging. Now you can see us much better on the store shelves. With our new packaging, we believe we achieved our goal of giving our pure and luxurious products a presence of beauty and sophistication like nobody else in the market place.
Also, with our new packaging, we made a big change in the way we list our ingredients on our labels. We changed to the INCI format (International Nomenclature of Cosmetic Ingredients). The INCI format is the strictest way, the highest standard. It is also a global standard, like the EU and the Asian FDA’s. The INCI format doesn’t allow the use of marketing words when listing ingredients, which avoids consumer confusion. For example, the word “organic” has been corrupted by companies who use words to sell their products. We do not. Our line is made with food-grade raw materials and is pure enough to eat.
This is why we are now listing our ingredients on our labels with their scientific names. This change can be confusing to our incredibly loyal customers. To help explain, I will use the example of alcohol. Alcohol like ethanol or isopropyl alcohol or methyl alcohol is not good for people’s skin. Those alcohols corrupt the natural barriers of protection of our skin. We do not use those alcohols at all, but we use cetyl alcohol, which is actually the scientific name for a fatty alcohol. Cetyl Alcohol is derived from coconut and palm oils. While it is a fatty alcohol, it is not an “alcohol” like ethyl or rubbing alcohol. Cetyl alcohol is widely used as a emollient, emulsifier moisturizer, foam booster and thickener in skin creams, lotions, shampoos and conditioners in the natural industry.
Making the decision to adopt the highest standard is always our promise. To always take the lead and not merely follow is in our DNA. To be vegan; to be cruelty-free, to be pure of synthetics: this is built into the culture of Hugo Naturals. Like being the first national body care company to be certified Gluten-free by the Celiac Sprue Association!
For today this is all. Sometime this week will be Debra’s turn to engage with all of you, till then …..