sector by prioritizing natural ingredients.
“And despite being a buzzword, the
top two factors European consumers are
most likely to associate with natural are
being preservative-free and featuring real
ingredients,” she affirms.
As a result, there are more food
and drink ingredients associated with
health appearing in personal care. For
example, Vita Coco Cold Pressed Extra
Virgin Coconut Oil is an extension of All
Market Inc.’s successful coconut water,
which is capitalizing on its brand awareness in the beverage sector. It is made
from raw and 100% organic coconut oil
and positioned as a multipurpose product for “thirsty” hair and skin and can
also be used as a lip balm, shaving cream
or natural deodorant.
Water-less Personal Care
Water scarcity is an environmental issue
affecting some Mediterranean countries,
However, environmental and climate is-
sues have yet to influence consumer
choices, according to GlobalData research,
which shows that only 23% of European
consumers are interested and actively buy
beauty/grooming products that are water-
less or can be used without water.
According to Sahota, water measurement studies are very difficult to conduct
so very few companies are looking at this
aspect of sustainability. In contrast, Ecovia
has recorded most companies looking at
green formulations, packaging or reducing
their carbon footprints. Some niche wa-ter-saving concepts are filtering through,
such as Yves Rocher I Love My Planet,
Concentrate Shower Gel, which is sold
in a 100ml mini format bottle. It claims to
be suitable for 40 showers with the same
quantity as in a 400ml bottle.
“Like the ‘deodorant compressed’ concept, this packaging aims to protect the
environment by reducing the quantity of
plastic and features a cap said to deliver
the adequate usage,” explained Loparco.
Ma Provence Powder shampoo, also
from France, is an organic shampoo containing oat powder and natural clay in a
sachet format to help consumers dose the
product and avoid waste.
The waterless concept is still in its infancy but represents an opportunity for
personal care manufacturers. Loparco sees
their appeal moving beyond sustainability
credentials, with efficacy benefits through
concentrated, undiluted formulations as
well as their suitability for on-the-go consumption and convenience.
Faced with a product with nebulous
natural claims and one offering strong ethical credentials, European consumers will
increasingly opt for the latter. Perhaps a new
definition of natural/organic is needed. •