Grove Collaborative Is Growing Through Sustainability and Innovative Collaborations
Ecommerce retailers looking to make a name for themselves often go down several different avenues and try a range of channels through which they can get their brand noticed in the increasingly crowded online shopping space.
Some brands seek to achieve this through innovative use of modern digital technology, offering experiences using virtual reality, smartphones, or social media. Others may choose to deploy big data and artificial intelligence to better target their marketing and build complex customer profiles.
However, some others take a more low-tech approach, choosing instead to get their message across through innovative collaborations with well know figures, or working to spread a political message, such as taking a stance on climate change and the need to create a more sustainable world.
Grove Collaborative
This is the option San Francisco based benefit corporation, Grove Collaborative opted for. As a primarily online retailer – it recently signed a deal with Target to begin selling its products from physical locations – the seller of natural household and personal care beauty products wanted to make sure all its messaging was congruous with its core brand identity.
This made spreading a message of sustainability an easy decision for the company and made a pledge to completely eliminate plastic from its operation by 2025 and calling on its fellow retailers to join it in its mission. Grove Collaborative already held the accolade of being the first ever carbon neutral retailer, which makes the complete elimination of plastics a natural next step.
Dubbed Beyond Plastic, the mission has recently celebrated its one-year anniversary and Grove Collaborative is keen to get the message out that it is making excellent progress with the endeavor and to reiterate the importance of online brands following suit once again.
"We are proud to celebrate Beyond Plastic’s one-year anniversary, and as we get closer toward our goal of becoming 100% plastic free by 2025, we are urging our industry to join us in the fight against single-use plastic," said Cofounder and CEO of Grove Collaborative, Stuart Landesberg. "To address the climate crisis is not enough for businesses to reduce environmental impact. It is imperative that they create positive impact. At Grove, our mission is to show that CPG products can be a positive force for human and environmental health, and with Beyond Plastic we are taking a collaborative approach with our industry to address the single-use plastic problem."
Celebrity Collaboration
Another string in Grove Collaborative’s brand messaging bow comes in the form of an innovative partnership with interior designer and television personality, Jeremiah Brent.
The new collection created by Brent and the style experts at Grove Collaborative takes the form of a sustainable collection of home care products inspired by the interior designer’s own home and family life and celebrating what he describes as The Art of Ceremony.
The artfully curated collection from Grove and Brent features a range of hand and dish soaps, dispensers, candles, and other home accessories, intended to be woven into everyday routines and transform even the simplest moments in your home into rituals of self-reflection and restoration.
"Working closely with Jeremiah to craft the concept and design of these products has been such a pleasure, and we have been able to create something really special that is central to both of our missions and rooted in sustainability," said VP of Owned Brands and Innovation at Grove Collaborative, Luana Bumachar. "This collection combines elevated designs, high quality, and performance to create products that are better for our consumers and the planet. We are so excited to bring this collection to life as we enter the New Year."
To hammer home the message of sustainability, the collection features purposeful materials such as marble and organic cotton, as well as 100% natural fragrances and clean-burning soy wax. The collection is only available through Grove Collaboratives ecommerce platform.
"I am thrilled to be launching this beautiful and sustainable collection of home care products with Grove Co.," said Jeremiah Brent. "For this year’s collection, I wanted to create a line of products and home accessories rooted in the Art of Ceremony. Every piece is tied to the opportunity and hope that you’ll create your own ceremony in your home, while making it easy to live a more eco-conscious life. The tactile textures, lush scents, and serene colors of this collection are perfect for any home and create a fresh simplicity and reset after the indulgence of the holidays."
Final Thoughts
Grove Collaborative is demonstrating that you don’t necessarily need to be deploying every piece of advanced technology out there to get your business noticed in the crowded online retail space.
Simple clean messaging which is in line with your ecommerce brand’s core values can often grab more headlines than the latest gadget or device.
You can hear Grove Collaborative Senior Director of Sustainability, Danielle Jezienicki speak at eTail Boston 2022, taking place in August at The Sheraton, Boston.
Download the agenda today for more information and insights.