Unlike the majority of commercial and handmade personal care products available in the UK today, the new ATTITUDE® range is free from traces of 1,4-dioxane or ethylene oxide – two carcinogenic contaminants often generated in the manufacturing process.
In the UK and Europe, as in most developed countries, the use of 1,4-dioxane and ethylene oxide in domestic products is prohibited by law, with their carcinogenic potential recognised by the International Agency for Research on Cancer (IARC). Yet even with the regulation in place, these carcinogens can still be found in virtually every body care product on the market as a by-product.
As 1,4-dioxane and ethylene oxide are not added to the products as ingredients, they do not have to be identified on product labels. However, products contain them because they are generated during the production of commonly used ingredients, in the final stages of manufacturing. This means that as consumers, we do not have the necessary information to make informed decisions about the goods that we purchase.
Jean-François Bernier, CEO and president for ATTITUDE’s® parent company, Bio Spectra said: “Cancer is undoubtedly one of the greatest social concerns worldwide. In helping to address these concerns, our revolutionary new ATTITUDE® range offers consumers a carcinogen-free alternative to existing body care products, and alongside it aims to raise public awareness about the true nature of some of the cosmetics that we use.
“At a time when 85% of cancers can be associated with lifestyle factors and only 15% with genetics[i], we believe that making our lifestyles and homes healthier makes our families healthier too. In addition to being carbon-neutral and eco-responsible, our new products are free from carcinogens – even in trace quantities. That’s a first, and we’re proud that it’s what differentiates our products from what consumers now find on the shelves.”
Available in a variety of delicate, natural scents the ATTITUDE® range encompasses 30 products including shampoos and conditioners, body washes, hand soaps, body lotions, body and face bars and deodorants, priced from £3.13. The range also includes ATTITUDE® Eco-Kids, a hypoallergenic and tear-free range for children including shampoo and conditioner, body wash, body lotion, hand soap and bubble bath, all within brightly coloured, character-led packaging, priced from £3.99.
As with all ATTITUDE® products, the new ATTITUDE® Body Care range is carbon-neutral, EcoLogo certified[ii] and not tested on animals. For further information on the ATTITUDE® Body Care range, visit www.cleanattitude.com.
[i] Dr. Richard Béliveau - Journal de Montréal, http://www.richardbeliveau.org/images/chroniques/R2007-10-15-OCT-046--CompressedSecured.pdf.
[ii] EcoLogo – North America’s most widely recognised and respected certification of environmental leadership. For more information, visit www.ecologo.org.