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What Do Ethical and Sustainable Mean to Today's Beauty Consumer?

By: Imogen Matthews
Posted: December 10, 2008, from the December 2008 issue of GCI Magazine.

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U.S. natural personal care brand Burt’s Bees has published its first corporate social responsibility report on its Web site. The Greater Good Social and Environmental Progress Report: 2008 and Before documents its commitment to sustainable business practices. This follows Burt’s Bees’ own natural standard, set up to help consumers understand and identify truly natural products.

Operating in a completely ethical and sustainable manner means a lot more than including natural or organic ingredients in a formulation. It may not be easy to tick all the boxes, but those companies seen to behave in an ethical and transparent manner are likely to win over today’s skeptical consumers.

*Kline, Mintel, Organic Monitor and Organic Apoteke are participants in the marketing trends presentations at the April 21–23, 2009, In-cosmetics show in Munich, Germany. For further information, visit

Imogen Matthews is a consultant to In-cosmetics. For more information, contact