Natural cosmetics These beauty products, like organic produce, foods and dairy products, are made completely

free of anything "synthetic" or man made. They are made of environmentally friendly, pure earth-made ingredients, and a new and younger generation who is more environmentally and health conscious is just eating them up. They can be mineral and herbal. Market potential The continued market demand for natural products is growing, and while the definition of natural remains an ongoing discussion, there is a definite push toward eliminating classical, chemical-sounding ingredients, even if they are proven safe and have little or no impact on the planet. Since the concept of natural and how it is positioned in the marketplace is still a moving target with minimal legal standardization, it will take some time to provide formulators with a clear idea of how to find and utilize the right materials that support this market claim. One of the main drivers of growth in natural cosmetics has been the consumer trend towards healthier lifestyles. Rightly or wrongly, good health is often associated in consumers minds with all things natural, while chemicals are considered by some to be the root of all evil. Consequently, these perceptions have given rise to demand for natural additives and ingredients used in cosmetics. Certain synthetic ingredients used in cosmetics have also faced considerable negative publicity, which has only solidified consumers negative perceptions of chemicals. Media coverage of the possible carcinogenic effects of phthalates and triclosan, used in hair care, oral hygiene and colour cosmetics, have especially had an impact on consumers, encouraging them to shop for alternative products containing natural ingredients.

Motivations for buying natural cosmetics There are two main reasons for women buying natural cosmetics: 1. concern for the environment 2. safety concerns Women are very in-tune to the socially and ethically responsible activities of corporates and she is becoming more interested in how responsible her beauty manufacturers are as well. When considering purchase decisions, she places great importance on a companys stance on animal testing, recycling, and the use of sustainable products, below. Environmental issues, ethical issues, pollution, waste, recycling all remain important issues that can still differentiate products when effectively addressed. Women want to feel safer. Close on the heels of developments in the food industry, safety and health issues are going to be key in the cosmetics industry as increasingly astute and health-conscious consumers grow more aware of the implications of what they apply on their skin. Scares around potentially carcinogenic ingredients and pore-

clogging ingredients have not reached the proportion of scares in the food industry but are an underlying factor driving consumers to demand a more natural approach. Perceptions and attitudes When thinking about beauty products, the term "-FREE", meaning free of harmful chemicals, etc.) is top choice as most appealing terminology on a beauty label. Terms like clean, antioxidant, natural, and hypoallergenic followed. In a certain study women were asked to rank their believability of 7 actual beauty brand claims. The claims she felt were most believable were those with a clear explanation of natures benefits to her skin using soothing, fresh and natural language. Claims using clinical terms and statistics left her cold and she found them least believable.When asked which manufacturers product she would be more likely to trust as natural or organic between a new product made from a small company that makes natural or organic beauty products and a new natural/organic beauty product made from a well-known maker of traditional beauty products, 29% of all respondents said they would more readily trust the smaller natural/organic only product maker. Thirty-one percent of respondents would trust both types of companies equally, 22% would trust a wellknown maker of traditional beauty products and 18% would be skeptical of both types of companies. If there was a cosmetic watchword for 2007, that word was "mineral". Forty-three percent of all women say they currently use mineral makeup, and 76% of all women believe it to be a natural product. They use it because it really works and is natural (50%) and they also feel it is safe for their skin (49%). For the 57% who dont currently use mineral makeup, its just a matter of time. Thirty-four percent of those who dont use it arent yet having any problems with their current brand. Those who dont use it have very little negative comments about itthey feel that mineral is credible. When women were asked if there was something they wished their current natural/organic brand did, but does not currently do, the response was very clear. Women simply want more buying options. When asked which retail outlets she trusts most to purchase beauty products that are natural/organic, 37% felt special beauty stores lead the pack, followed by local health food stores (31%), natural foods stores (30%), superstores and the Internet (27%), and specialty grocery stores (22%).

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