Environmental Working Group has launched EWG Verified.

Rebecca Brooks, a marketing consultant and founder of the market research firm Alter Agents, says the label will help brands differentiate themselves even if they do nothing more than put it on their products. “Consumers will see it as an official label, so even if people don’t know EWG, it will stand out to them,” she says.

Brooks says it could also help cultivate customer loyalty, especially given her firm’s research showing that brand loyalty is waning these days. Factors such as prices and product reviews tend to sway millennials more than they do brand-loyal boomers. More certification programs for personal care products could emerge if EWG Verified proves to be successful in boosting sales for its participants.

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