Bye Bye Perfect: The What, Why and How

Posted in Content Beauty

Today, on International Women’s Day, we launch Bye Bye Perfect. When CONTENT opened its shop doors in February 2008, it was a tiny act of defiance. The store was not just a place to give a UK home to natural products and brands from around the world that we loved. It was an act for change. A chance to give people a broader choice within the beauty industry.

Today we want to give you another choice. To have a say on the language in which you are sold products. With a deadline of the end of March, we aim to remove every instance of the word ‘perfect’ from the  products descriptions on our website. Why? We think you are good enough just the way you are. And let’s be honest, although we LOVE the products we sell (yup, all of them!) — we don’t believe that anything in a jar can make you feel or look ‘perfect’. For us, it’s always been more about good health and finding what makes you content — not meeting someone else’s idea of perfection.

You don’t need:
— the perfect pout
— the perfect skin
— the perfect body
— the perfect hair

But we do need you. Help us remove unnecessary ideals from the language surrounding skincare and make-up products. Send us a message via the link to the contact form below if you spot the word ‘perfect’ on our site. For your entry, you’ll be added into a draw to win our BYE BYE PERFECT prize (valued at £291). Limited to one entry per person.

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BYE BYE PERFECT Organic Skincare & Make-up Prize

Alchemy Oils Amla Hair Remedy | 100ml
Boobs’ Essential Oil | 30ml
Dafna’s Personal Skincare Nutrition Night Treatment | 50ml
Elde Enzyme Treatment | 50ml
Ere Perez Beautiful Beetroot Cheek & Lip Tint in Joy | 10ml
Fur Oil | trial size 14ml
LUÉ Skin Solution Set | 3 full size products
Plant Apothecary Matcha Antioxidant Face Mask | 60ml
Schmidt’s Sensitive Stick Deodorant in Geranium | 92g
Skin & Tonic Gentle Scrub | 50g

competition now closed

Original Photo: David Fenton, 1969