NATURALS: INGREDIENTS, CLAIMS
Misleading information and misconception has the potential to erode
consumer confidence in natural-positioned products and brands.
In order to gain consumer confidence, common ground within
the natural segment must be found.
BY KAYLA FIORAVANTI
n There is a growing interest in exotic
natural ingredients that can be
easily tied to current trends
in other industries.
n While there is a place in the
market for ultra natural brands that
avoid surfactants, emulsifiers and
preservatives, there simply are not
enough consumers willing to do
without traditional beauty products.
n Ethical responsibility and
sustainability will remain at the
forefront with natural-positioned
46 Naturals: Ingredients, Claims
The natural product segment has an incredible opportunity to seize a sizable share of the beauty industry. According to Sundale Research, natural- and organic-positioned products are expected to
account for 17.4% of the beauty industry by
2013, up from the 5.1% expected in 2010.
Consumers are seeking natural, organic
and green products. However, a frightening
trend is being caused by the natural
segment itself. Constant bickering among
the chief natural companies, certifiers and
resources are causing consumers to doubt
the reliability of natural products.
According to market research
company Mintel, “In the U.S., some 42%
of consumers indicate they don’t know
what to believe as to whether natural and
organic personal care products actually are
natural or organic.” The debate over who
really is natural within the industry, with
one organization bad-mouthing another,
is creating the opposite effect on naturals
segments than desired.
No wonder consumers are confused. The
dizzying pace at which one organization
declares itself the authority on natural
and organic while another undercuts
them to reach the top even makes natural
cosmetic formulators’ heads spin. The
debate inside the industry was originally
fueled by legitimate concerns regarding
the authenticity of some brands’ natural
or organic claims; however, the backlash
of lawsuits and outright brand-to-brand
attacks has left the consumers with a lack of
confidence in the natural industry.
with Historical Evidence
Old is new again. Rely on ingredients with
long-term historical use in cosmetics.
Back to basics will not only create