Wenjulan is an Eco-Luxury Brand - What Does that Mean?

Wenjulan Whole Body C.A.R.E. prides itself on being an eco-luxury brand. In fact, it’s one of the defining characteristics, of our brand. But what does the term " Eco-Luxury" even mean?

Before I delve into defining eco-luxury, I'd like to preface that in the beauty and wellness industry, there are 2 primary categories of brand/products:

• Mass
• Prestige

Mass are your everyday brands that you have known about for years and include L’Oreal, Gillette, and Olay as well as premium brands such as Clinique and Kiehls. These brands mass produce their products in big factories and sell them in a very large selection of retail outlets such as department stores and neighborhood retail destinations like Target., Walmart, CVS and Walgreens. Most of these brands have been around for decades and while they have a sizeable selection of products as well as a successful brand following, they’re not known for using the most natural or harmless ingredients in their formulations. In fact, generally speaking, their ingredient lists are a complete mish-mosh of hard to pronounce chemical concoctions.

Prestige, though, is where things start to differentiate themselves. These are the types of brands that are available in much more limited outlets with price points a bit higher for, oftentimes, similar types of products the mass brands offer. And because of this, they’re considered more luxury or aspirational than the items you can purchase at CVS or Walmart - thus the term Prestige. While these prestige brands are often sold next to the higher end mass brands like Clinique and Kiehls, at stores like Neiman Marcus and Saks Fifth Avenue, the prestige brands place a much stronger focus on healthier formulations and try to create more of a special relationship with their customer base – one where the customer feels their needs are being addressed directly (i.e. sensitive skin issues, natural ingredients, vegan, cruelty free, etc). Many of these brands, Wenjulan included, get their start as D2C brands which stands for Direct to Consumer, in which they are sold, almost exclusively, on their own branded websites and pages on places like Amazon before becoming available in the premium physical retail spaces. 

WHAT'S THE DEFINITION OF ECO-LUXURY?

Eco-luxury takes this direction of the prestige brands one step further. Eco-luxury is a combination of 2 words: ecological and luxury.  Brands that fall within the eco-luxury sub-category pride themselves on formulating products that are environmentally friendly and aim to both protect and conserve the earth's resources while prioritizing their customers' wellness.   As consumers start to make their health and the health of the planet a priority, the definition of luxury is changing and being forced to adapt to this new and growing perspective. For many, luxury is no longer simply about status or perceived status along with the feeling having something exclusive, or high priced, can bring. It's becoming more about how a product and/or brand can create an exclusive, and guilt-free experience which improves one's sense of wellness and being. And consumers today are actively seeking out brands and products that create this for them. 

HOW IS WENJULAN AN ECO-LUXURY BRAND?

Wenjulan Whole Body C.A.R.E.'s ethos is "Good for You...Good for Others."  This value statement has multiple definitions for us.  But in regards to the topic of being an eco-luxury brand, it encompasses how we approach every detail of our products and your wellness and experience from using them:

• INGREDIENTS:

If you're not yet familiar with our brand and/or haven't used our products, every one features only natural ingredients and are made with a total of only 6 to 9 ingredients per product, with many of these ingredients being certified organic.  Furthermore, it was essential to us that each of these ingredients has a specific individual purpose which further enhances our desired end result for the product, to benefit the customer.  Our  Invigorating Southwest Cedar Sage Soap Bar is a great example of this.

• VALUE PROPOSITIONS:

Furthermore, we know that our customers have different needs and concerns, and it was essential to us that these were addressed.  You will find that all of our products are: 

• Vegan 
• Gluten Free
• Artificial/Synthetic Fragrance Free
• Paraben, Sulphate & Phthalate Free
• Leaping Bunny Certified

• PACKAGING:

Again, as mentioned above, it was vital to us that every element of the Wenjulan brand was a reflection of our brand's "Good for You...Good for Others" ethos, from the end product to the packaging it arrives in.  It wasn't enough for us to simply say that our packaging is recyclable.  We made sure that not only was it either recyclable or compostable, but that the labels and the glue used to adhere them didn't harm the environment.  Here is how we describe our product packaging:

Soap Bars - Our soap bars are packaged in kraft paper boxes made of 100% PCR (Post-Consumer Recycled) material that is both compostable and recyclable. The Wenjulan branded labels, on the boxes, are made from environmentally friendly Water Dispersible paper that completely dissolves in water.

Body Wash - Our body wash is packaged in bottles made of HDPE 2 plastic which can be reused and/or recycled. HDPE 2 is the easiest and most environmentally friendly of plastics to manufacture and recycle and is accepted at most recycling plants around the world. The Wenjulan branded labels, on the bottles, are made from Stone Paper which is both recyclable and compostable.  We even provide instructions on how to recycle the body wash bottles effectively.

Consumer demand for eco-luxury isn't a passing fad.  In fact, it only continues to grow.  With that, Wenjulan Whole Body C.A.R.E. promises to always adhere to providing a truly luxury experience that enhances our customer's sense of wellness while constantly striving to improve how we can benefit the environment and the earth.