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Second Nature

By: Lisa Doyle
Posted: May 4, 2011, from the May 2011 issue of GCI Magazine.

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Although many more companies and their offerings are becoming certified as organic, established brands will still want to promote themselves as such, especially if it’s key to their company’s philosophy. Rhodia, for one, makes it easy. “Among the criteria we use [in the Sustainable Solutions Guide] are end-product compliant with the eco-labels, such as Natural Product Association, Whole Foods or Ecocert— and ingredients [meet requirements to support] suitable claims and formulations requirements, such as sulfate-free or dioxane-free,” says Warburton. “By publishing the sustainability profile of our ingredients, [product development teams] can choose the most appropriate ingredient to help them best promote a specific sustainability claim.”

“It takes three years to get products certified to Ecocert standard, which ensures that 100% of the total ingredients are of a natural origin,” explains Westley. “Ecocert is the leading European authority on organic certification and the standards used by prestige organic brands.” As a result, Cupcake Organic’s website (www.cupcakeorganic.com) and packaging prominently features the Ecocert logo, along with information regarding the brand’s fair trade and vegan policy.

“[Consumers interested in these type of products and claims] don’t just care about the planet—they care about the humans on it, and how they can best serve themselves on it with good intentions and sustainable ideas,” Westley adds. When you can prove to your customers with sincerity that your brand is ethically responsible, much like consumers want to consider themselves to be, it can only lead to positive results. n GCI

Lisa Doyle was formerly the associate editor of GCI magazine and is a freelance writer in the Chicago area. Her work has appeared in Skin Inc. magazine, Salon Today, America’s Best, Renew and Modern Salon.