Marketers are keeping up with the
growing demand for natural personal care.
GOING GREEN by way of natural personal care is becoming a lifestyle for some—further fueling both r&D innova- tions and consumer followings, one SKU at a time. Forty
percent of respondents say they feel more confident using beauty
and personal care products made with natural ingredients and
another 22% feel this way about certified organic, according to a
September 2012 survey by Mintel, Chicago.
“In the age of parabens, phthalates and high-fructose corn
syrup, ingredients that come straight from the source carry a
sense of comfort and trust,” said Molly Maier, category manager,
health and household, beauty and personal care, Mintel.
even an allusion to pure ingredients can suffice—which may
be why ingredients such as apple, pomegranate and almond
have become so prevalent in beauty and personal care products,
noted Maier. Additionally, consumers regard sustainable production practices as important. Sustainability is more than a passing
trend; it is becoming something consumers expect from manufacturers—some 50% of respondents say it is important to them
that beauty and personal care products are produced in a sustainable way, according to Mintel.
However, companies cannot just throw on a“green” look and
expect consumers to buy into it.
“Consumers are looking for companies that truly walk the
talk and whose image is rooted in these practices,” said Maier.
The beauty industry is also
increasingly turning to the sea
in the search for new ingredients, according to Organic
Monitor, which noted that
that although many novel
raw materials are emerging, they are raising many
questions about sustainability. Cosmetic and ingredient firms are developing
new materials from coastal
plants, seaweeds, algae and sea
J.R. Watkins is harnessing the power
of pequi oil in a new body butter.
Melissa Meisel • Associate Editor
Meanwhile, the term,“certified organic”is appearing on labels
for such disparate products as apparel, tissue and hygiene and
dietary supplements. But, aside from food and drink, cosmetics
remain the biggest category for certified organic products, according to euromonitor International. Due to strong awareness
of organic principles in the US, north America offers the greatest
potential for the development of organic cosmetics or personal
care products, according to the market research firm. This strong
growth shows that north America is the“prime target market”
for companies exploring organic beauty. niche natural and organic personal care brands are becoming mainstream and, as a
result, are increasingly sold in drugstores and supermarkets, thus
expanding the consumer base.
According to Packaged Facts, natural HBC sales through all
US retail channels were nearly $8.5 billion as of the end of 2011
(2012 figures were not available at press time). In fact, natural
HBC sales increased 78% between 2005 and 2011, according to
Marketers are capitalizing on the green trend. Seventh
Generation recently debuted a line of personal care products derived from plant-based formulas, including bar soap, body wash,
lotion, hand wash and facial cleansing wipes. The range features
the USDA Certified Biobased label—the first full health and
beauty care line to do so, according to the company. The new cer-tification discloses the percent of renewable plant- and marine-based elements in products versus petroleum (a non-renewable
These Seventh Generation products contain fragrances made