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Defining the Future of Naturals

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

page 8 of 11

Our customers want to create a healthy home environment; it rates right up there with skin care. They want to have great smelling, highly effective home care products to make the mundane tasks of keeping house more enjoyable. The home fragrance market is very attractive in terms of growth.

Angella Green: Fragrance-free and sensitive skin products are on the rise. Studies indicate that up to 30% of the population reports some sensitivity to fragrance. More than 80% report that exposure to fragrances is bothersome. Many synthetic fragrances contain phthalates, which have been linked to birth defects and health related issues.

Kayla Fioravanti: There is still a very large potential for mineral makeup. I believe we have only touched the surface
of the potential of this field. Many consumers are still buying the big brands
of makeup, even after they have changed their everyday personal care products. It seems to be the last [choice] of chemical cosmetics that consumers are making [before] they switch to natural. 

Debbie Ludington: I think the market segment that will see great growth is natural food stores. This is where your customer is going to start visiting to learn about and see some of the natural formulations that they don’t see in the mass-market venues. And this visit will be a novelty, because this customer typically doesn’t visit this type of store.

What projects are on your company’s roster now and in the near future?
Sharon Christie: We’re involved in launching the first USDA certified bath salt collection, [with] some bath boosters and massage oils, and we’re always looking at improving plant-derived ingredient bases, whereby they have faster biodegradability.