How to look pretty without poisoning yourself

Canada’s Environmental Defence, the environmental organization which led the campaign for the ban on Bisphenol A (BPA) in baby bottles, is now trying to alert Canadians to the many cancer-causing, hormone-disrupting and allergy-inducing substances contained in the personal care products they use every day. The campaign urges the federal government to ban harmful ingredients in cosmetics and to give the Canadian beauty industry a long overdue makeover.

“Our experience shows that consumers can and will demand safer products from companies,” says executive director Rick Smith. “We hope that the government will also hear their call, and follow Europe’s lead by improving labeling, and banning or restricting toxic substances in cosmetics. The federal government has made some major strides in improving safety with other consumer products – like kids’ toys and baby bottles – of late. Cosmetics need to be next. ”

The campaign opens with a 60-second spot by creative agency Open called ‘Try To Look Pretty Without Poisoning Yourself,’ directed by Partners Films’ Aleysa Young. The writer was Rich Cooper and the art director Simon Tuplin.

Wonder what L’Oreal (and its line-up of expensive stars) makes of it?

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