If there's one organisation in this jaded, cynical world that still commands our trust, then it's surely WWF. So, when the conservation group says its skincare products are organic, free of preservatives, ecologically irreproachable and so on, then it is probably giving it to you straight.
To the certain delight of those with skin allergies, or simply an itch to protect the environment, the group has launched a skincare range that sees it square up to the growing number of upmarket brands offering somewhat pricier organic options.
Imported from Britain, the Good Natured range - which includes shower gel, hand wash, shampoo and conditioner, with lotions and hand creams coming soon - is now available in Hong Kong at most Mannings outlets. The products are made from natural and organic ingredients, including aloe vera, lavender, rosemary and seaweed, and are free from potentially harmful substances such as parabens and phthalates.
Artificial colours or fragrances? No. Tested on animals? Not on your life. You want endorsements? Britain's Vegan Society and Soil Association have both given the products their stamp of approval. Oh, and the bottles are made from recycled and recyclable materials.
Last but not least, there's the price tag. All Good Natured products cost just HK$49, with part of the proceeds going to support conservation activities organised by WWF Hong Kong. As the slogan under the giant panda on the label goes: "Your purchase can help make a difference".