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A Trend Toward Natural

By: Imogen Matthews
Posted: October 10, 2008

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Celebrity interest and tie-ins are helping to gain exposure for organic beauty ranges that are too niche to invest in advertising. Jo Wood Organics is a range of bath and body care products endorsed by Rolling Stones guitarist Ronnie Wood’s wife Jo, who was unable to find skin care products that were luxurious and completely chemical-free and decided to make them herself. The products in the range capture the spirit of exotic places she has visited while on the road with the band, including the Caribbean, Morocco, India and the Far East. None of the products contain water, but are formulated with ultra-filtered orange juice to the point where it becomes known as vegetal water. The liquid has similar properties to water but with additional health-giving benefits. Wood eschews the use of petroleum derivatives, mineral oils, sodium laureth sulphates, parabens, phthalates and other chemically derived active ingredients.

Louise Galvin is well-known on the celebrity hairdresser circuit as the daughter of top London stylist Daniel Galvin, and is a leading hair colorist in her own right. She has launched her own range of natural and ethical hair and body care products called Louise Galvin Sacred Locks. The product formulations rely entirely on natural or naturally derived ingredients such as grapefruit extract that take the place of any artificial preservatives. The products also claim to be CarbonNeutral, as greenhouse gases resulting from their manufacture, marketing and distribution have been neutralized by supporting a renewable energy project in rural India.

The Whole Story

Today’s switched-on consumers, it seems, do not buy into just the product or packaging, but the whole story—including the ingredients, people, process, provenance and, above all, the emotional factor.

Pearlfisher’s Ford concludes that businesses are becoming more aware of the move toward “good” or “better” materials, such as biodegradables and post-recycled plastics, as well as fair trade business principles or the adoption of a Carbon Neutral business policy. But “goodness” only can become mainstream and a viable business proposition if it is beneficial for the environment, the manufacturer and the consumer. For many brands, there still is a long way to go.