Natural & Organic Cosmetic Brand Naturalness Ratings

Natural & Organic Cosmetic Brand Naturalness Ratings

17 April 2012, 15:45 - 16:30

Marketing Trends Theatre


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Amarjit Sahota began the presentation by asking the audience “what is natural?” and “what is organic?”. Only 2 attendees indicated that they would be able to define the terms. Sahota believes this highlights the issue of definition and clarification for the industry at a time that consumer demand for green, natural, organic, fairtrade and more sustainable, has been increasing. Sahota ran through examples of brands that claim to be natural, but with nothing to verify or substantiate it {eg Jergens Naturals, Nivea Visage Pure & Natural}. “There’s so much confusion and at the industry’s biggest show, we still can’t define what natural means,” he said.

Organic Monitor has come up with its own definitions for the sake of its market reports. “Organic products must contain a significant level of certified organic ingredients and/or meet private standards,” explained Judi Beerling. “But natural is trickier.” Beerling pulled together criteria for over 60 brands and judged them on a scale where 1 is almost totally synthetic up to 9/10 for certified organic. She proceeded to give examples of brands and the rating she had given them eg Nivea Pure & Natural received a 3.5, whereas Boots Extracts Fairtrade {based on a conventional formulation} was only given a 2. “Private standards do help as they define prohibited ingredients,” she said, adding the using the term “free from” is actually negative marketing as it’s not selling positive benefits that consumers can relate to. “Consumers are questioning ingredient lists online and in blogs, so a natural/organic logo helps create trust. Retailers are starting to demand products are certified or meet their own standards.”


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