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Defining the Future of Naturals

By: Leslie Benson
Posted: March 5, 2008, from the March 2008 issue of GCI Magazine.
Back to the March Issue

From Israel to Los Angeles, 14 brand owners and marketers of natural and organic color cosmetics and personal care products, as well as one French perfume ingredient supplier, share with GCI magazine their perspectives of the expanding natural and organic beauty market. Focusing on key elements—individual health and overall well-being, environmental sustainability and social responsibility—these private and public sector business professionals discuss everything from their long-time utilization of natural ingredients to their introduction in the developing world of organic standards.

According to Laura Setzfand, vice president of marketing for Nature’s Gate and a GCI magazine editorial advisory board member, the natural and organic market is expanding in the beauty industry as the media informs consumers about natural ingredients and as new regulatory groups, such as the Organic Trade Association, NSF International and others, form national standards, defining the term “natural,” while differentiating it from the already standardized term, “organic,” which began in the food industry.

“The market will become segmented between those brands that fiercely adhere to strict ingredient standards, based on health and animal cruelty concerns, environmental stewardship and organic agriculture, and those brands that incorporate natural and organic ingredients to enhance a synthetic, performance-driven formulation,” Setzfand says. “Hair and skin care are the first entry points for natural personal care consumers and will continue to drive new consumers into the category.”

Whether poised on skin care, baby care or home fragrance as potential areas of growth, Setzfand’s peers have varying points of view. Here’s what they had to say.