Label Insight, the market leader for transparency, today announced that its technology was used by Unilever, a global CPG company representing more than 400 household brands, to provide consumers transparency about fragrance ingredients in personal care products, becoming the first major CPG company to do so. With Label Insight, Unilever is able to disclose fragrance ingredients down to 0.01% of a product’s formulation on more than 1,000 personal care products via SmartLabel™.

SmartLabel is an industry initiative led by the Trading Partner Alliance that enables brands to deliver easy and instant access to detailed product information directly to consumers via product-specific web pages. SmartLabel extends beyond what’s on the package label with data such as nutritional information, ingredients, allergens, third-party certifications, social compliance programs, usage instructions, advisories and safe handling instructions.

In February 2017, Unilever announced it would be the first in the industry to disclose fragrance ingredients in its beauty and personal care products, with the goal of completion by the end of 2018. In meeting this goal, the Unilever initiative goes beyond U.S. regulations, which require companies to only list “fragrance” generically on packages.

“Heightened consumer awareness around product ingredients, allergens, ingredient sourcing and sustainability concerns have increased interest in understanding what ingredients are used in the personal care products that we put on our bodies every day,” said Ronak Sheth, chief executive officer of Label Insight. “Unilever is leading the industry in providing transparency about its products to consumers, now becoming the first to include fragrance ingredient information. We are excited to be working with Unilever to deliver greater transparency into the products that millions of Americans use on a daily basis.”

Label Insight unlocks the power of SmartLabel, allowing consumers to see ingredients in plain, everyday language with clear explanations. Label Insight technology transforms product information contained on the physical packaging of food, pet and personal care products into high-order attribute data. Ingredients, nutrients, and marketing claims are analyzed and enriched with more than 22,000 custom attributes, such as ingredient definitions, micro and macronutrient content, sustainability practices and specialty diet eligibility. High-order attribute data is designed to meet the increasing consumer demand for better information and transparency.