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Defining the Future: Part Three in Our Ongoing Web Series

Posted: March 5, 2008

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Mike Indursky: Our audience started as a large, but still niche, group of extremely loyal natural product enthusiasts.

Christina Marcaccini: From a product standpoint, our line appeals to women of all ages. The textures and colors are so wearable [that] they work across a wide range of skin tones and skin types. Our green positioning will attract more of a psychographic cluster than a demographic one. These are consumers that value quality and believe natural is better and are willing to pay more for it. They care about the company that makes the products they purchase and want to see their personal values aligned with the company ideology.

Nick Koutsianas: When APIVITA first started out, almost 35 years ago, the consumer in Greece, as well as worldwide, was not conscious of the danger resulting from chemicals, nor was he trained to use natural products. Today, more and more people are aware of the environmental challenges and organic products have thus become a trend in the market. APIVITA’s consumers are environmentally sensitive, educated men and women that live mainly in urban areas; to them, APIVITA’s products as one of the ways to revive their bond with nature.


GCI: Which types of natural or organic personal care products are most popular, as proven by sales from your company?

Curt Valva: Hair care (shampoos and conditioners) and our three-step skin care methods are the most popular…. People are truly concerned with what is put on their bodies, and these seem to be the most popular products in the marketplace. I personally use our Blue Chamomile shampoo, GPB Conditioner and Natural Mist hairspray everyday. On my face, I use the Men’s Stock Moisturizer (a top pick by Esquire editors) and Lumessence Eye Cream.

Mike Indursky: Having a lip heritage, our flagship Lip Balms and Lip Shimmers are always best-sellers. To add to the range, we just launched new Super Shiny 100% Natural Lip Glosses (four shades), which will be absolutely huge! Next in line are our face care products—Peach & Willowbark Deep Pore Scrub, Soap Bark & Chamomile Deep Cleansing Cream and our Radiance line of facial moisturizers, [which] are extremely popular. Then our shampoos, such as Very Volumizing Pomegranate & Soy Shampoo, and our brand new Naturally Nourishing Body Wash, which is the first natural moisturizing body wash using a special oleosome technology. Finally, there are the old favorites like Lemon Butter Cuticle Crème and Res-Q Ointment. My favorite? It’s a toss-up between the Lemon Butter Cuticle Crème and the Green Tea & Lemongrass Hand Wash.

Carina Menzies: We’re primarily a mineral makeup company right now. That is driving our growth. But we’re integrating new product lines that fit with our holistic vision of Everyday Minerals—soaps, wet wipes, exotic body balms, lip colors and glosses and 100% synthetic brushes, just to name a few. And we don’t sell anything we don’t use ourselves. We love working with organics, because we’re the test subjects.

Noah Bremen: Our skin care products are selling extremely well. Consumers want a truly natural alternative to harsh chemicals and magic bullet products. I use the full regimen of 1-2-3 Skincare to keep my skin young, and, really, it feels good.

Vorravit Siripark: Pañpuri is known for its body care range, as it is our widest range. I personally use our Organic Cream Wash Bar everyday, because I love the creamy texture and the refined aroma.

Christina Marcaccini: We have had a great response to our RAW Color Primal Pigments Pure Botanical Lipstick and our Lush Lash Pure Botanical Mascara. The avoidance of synthetic fragrances, colorants and chemical preservatives are especially important for these products, since the lips and eyes are such vulnerable areas (women are estimated to ingest between 4-9 lbs of lipstick over a lifetime, so avoiding potentially harmful ingredients in the formulation is paramount). As a new mom (especially since I’m breastfeeding), I not only want to limit my chemical exposure, but I also need products that are effective and easy to use. I’m hooked on our Soft Focus Illuminating Skin Perfector. It gives enough coverage to even out my skin tone (I’ve got some melasma from my pregnancy), and it leaves my skin with a subtle bronze glow. Plus, because the formula is so lightweight and creamy, it doesn’t look or feel like I’m wearing makeup.