As we get more and more aware of long term effects of chemicals on our bodies, our environment and our systems, we have gradually shunned them for healthier and sustainable alternatives. Organic foods (produce devoid of any fertilizers and pesticides to protect plants, fruits and crops from insects, bugs and infections), GMO (Genetically Modified Organisms-have improved our crop yield and farm productivity) free products, CFC (Chloro Floro Carbon-the stuff that causes holes in the Ozone layer) free refrigerants, Free range meats (Animals that are treated humanely and not captive in a cage/pen), etc. I have taken up on the fad, although not yet growing hair, avoiding deodorant, wearing tie-dye T-shirts, Birkenstocks, etc. but every once in a while I will buy a product that promises “nothingness”. It serious is “nothingness” one of the consultants I was working on a brand strategy with said to me – “it is so pure we promise NOTHING”.
This morning after my shower I feel that nothingness. I performed my typical morning ritual used just enough body wash, scrubbed myself with a mesh and yet I just did not feel fresh. I realized it was my new body wash, a NEW ALL NATURAL, NOTHING ADDED PURE BODY WASH. Supposedly the product has honey, shea-butter, no fragrance, natural alkali, and NOTHING ELSE. Of course the product did not create suds and obviously the honey & shea-butter did not leave a fresh fragrance. I guess “Nothingness” is not for me? Like my muse suggested if I want “nothing” why not simply rubbed the rind of an orange all over my body than paying for an expensive body wash.
Here is a recent and very creative execution of the concept from PUR.
