Ask any trend-watcher about what’s in store for 2011 and they’re sure
to mention the continued rise of natural and organic cosmetics. They’ll
probably add that growth will be driven by increased affordability of
these products, demand from Brazil and Asia and a greater choice (as
more brands are getting in to the market, with Neutrogena and Cover Girl
being the most recent entrants).
But despite all these positives, the category is still fraught with
difficulties. Distribution poses a problem, especially for small or
niche brands that have a hard time finding their way onto the shelves at
major beauty stores; while mainstream retailers are still not too sure
about how to merchandise the category. There is also consumer confusion
over what natural and organic means - a problem that the growing
multitude of labels has done little to alleviate.
But perhaps one of the biggest obstacles remains the problem of
efficacy and the attractiveness of the product. Consumers may want to
buy natural, but many also doubt whether the product will work; while
others have been disappointed and put off by the smell, texture or the
short life span of some natural cosmetics products.
This has seen some analysts advise brands to avoid extremes when it
comes to naturals and admit that a totally natural product has its
limits. Brands may be better off marketing the product as being ‘as
natural as can be’, but clearly state that preservatives or synthetics
were added to make the product better. Some brands have been reluctant
to mix the two because of negative connotations many preservatives have
taken on. However, much of the information on ingredients has been
misunderstood and mis-communicated, especially on the internet. This may
be where the industry has a card to play, by helping educate consumers
about ingredients and giving truthful information on allergies, parabens
and any risks their products may pose. This type of discourse is
unlikely to come from the industry’s big hitters, which perhaps leaves
an opportunity for some of the smaller brands to talk and educate
consumers about natural, and so increase their share of this emerging
sector.