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Mirror, Mirror on the Wall...Who is the Greenest of them all?
This is the
question that most natural & organic cosmetic brands
ask themselves, with many thinking they are deserved of the ‘green
crown’.
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Organic Monitor research finds the reality is very different from
perception. In its new Natural Cosmetics Brand Assessment report, a
chartered chemist analysed the ingredient composition of cosmetic
products of over 50 brands that make natural and / or organic
claims.
The brands were given naturalness ratings according to their
ingredient composition. Certified organic brands scored highest
(9-10), followed by pure natural cosmetics (4-7), semi-natural
cosmetics (3), naturally inspired cosmetics (2) to conventional
cosmetics (1). |
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Not
surprisingly, many brands making natural / organic claims had
ratings at the low end of the spectrum. Some were brandishing their
skin care products as organic just because the formulations
contained organic essential oils. Others were putting organic
certification logos on product packaging because one major
ingredient was certified. Most were making natural claims just
because some ingredients were natural. This phenomenon is most
observed in Asia and Latin America where many cosmetic products
contain some natural ingredients.
Consumers are becoming lost in a maze of marketing claims and false
labelling. One way to clear up consumer confusion is certification.
By adopting natural & organic cosmetic standards, formulators have a
clear list of permitted / prohibited ingredients and processes.
Certification also builds consumer trust, giving a guarantee to
consumers that products conform to some recognised standards.
However, Organic Monitor believes certification is only part of the
answer; marketing and distribution also
play an important role.
Pure natural & organic brands have realised that overstating natural
/ organic ingredients and making unsubstantiated marketing claims
only adds to consumer distrust. A growing number of brands are
moving away from such claims and marketing their products as
‘authentic’ and ‘sustainable’. Others are focusing on their brands
long history and origins, implying they have not just jumped on the
‘natural bandwagon’.
With consumer trust vital to success in the naturals arena, concept
stores are becoming fashionable. Leading brands – including Melvita,
Neal's Yard Remedies and Weleda – are investing in concept stores.
Apart from the benefits of interfacing direct with customers, the
stores provide an ideal forum to educate consumers on their brand
ethos, origins and product range.
Many years ago, The Body Shop set the standard in using concept
stores as a platform for social activism. By focusing on marketing
and distribution, the pioneering brands could now take the lead.
Taking the right steps and clearing up the consumer confusion, only
then can the natural & organic cosmetics story have a fairy tale
ending.
Sustainable
Cosmetics Summit
Marketing and distribution innovations are a major theme of the
upcoming
Sustainable Cosmetics Summit,
taking place in Paris
on 28-30th
November 2011. As well as giving key
findings of the Natural Cosmetics Brand Assessment study, the summit
has a dedicated session on marketing and distribution. Topics
include taking the direct route (concept stores), mainstream
distribution, targeting the spa channel, retailers perspectives and
reaching the green consumer. More details
are on the
website
Related Report:
Technical Insights: Natural & Organic
Cosmetics Brand Assessment
Posted: October 18th 2011
For permission to publish our research articles, please contact our
Press Department
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