Hallmark device by Lawrence & Beavan

A hallmark device created by Lawrence & Beavan will mark the new Humane Cosmetics Standard agreed this week by 150 international cosmetic makers and retailers.

Led by the British Union for the Abolition of Vivisection, the initiative is designed to signify companies which have made every effort to avoid animal testing.

Lawrence & Beavan created the original rabbit marque for the BUAV in 1986, which it updated two years ago for use by the European Coalition Against Animal Testing.

The latest marque is intended to be internationally recognisable with an “upbeat and positive” rabbit leaping for freedom, according to Lawrence & Beavan partner Hilly Beavan. The stars signify the European and American flags.

BUAV hopes the logo will eliminate confusion caused by ethical logos in use around the world, including some which endorse products with ingredients which have been tested on animals.