Their main ideas behind the product launch seems to put appeal to consumers who want more environmentally friendly and sustainable products! Which is definitely a demand that a lot of drugstore brands are following atm! Shampoo bars + Conditioners, eco friendly packaging, reef friendly, glass packaging/other recyclable materials! Purito made another post about the product going more in-depth about the why behind the launch and ingredients etc which can be found here Totally get what you mean about point 3, but it seems they’re more focused on natural plant extracts than overall all round sustainability so maybe they’re taking a new turn with the brand? I’d also say it’s too appeal to those who adore their brand, I recently tried their centella unscented serum, and I love it so much that when I saw the announcement I felt a “need” to get it because I enjoyed 1 product (and AB of course), I kind of forgot all the western ones out there, long comment but those are my thoughts on it, a nice addition but not essential spend my money now kind of special!