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Sustaining Natural Growth

By: Karen A. Newman
Posted: February 2, 2007

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Color cosmetics offers opportunity as well. “Many female consumers are more aware of what putting synthetic ingredients on their skin, and around their eyes and lips, can do,” said Duber-Smith. “The rising demand for natural products has been consistent and well-documented. The vast majority of females wear makeup of some sort. You can do the math.”

Finally, fragrance is an underdeveloped area. According to Duber-Smith, only 3% of the fragrances in personal care products are natural. “Most pure essential oils are unstable, can cause allergies and are expensive,” he said. He believes, however, that addressing these concerns will allow natural ingredients marketers to enjoy increased penetration into the category. Aubrey Organics introduced its line of natural fragrances at Natural Products Expo West last month. Scents include Spring Floral, Jade and Spice, Light Citrus Floral, Ocean Waters, Musk and Angelica. Each is packaged in a two-ounce spray.

Despite the many challenges, marketers are finding ways to translate the broader world of cosmetics and personal care products into the natural and organics market, bringing their customers new options in skin care and color cosmetics and breaking into new segments such as men’s products and fragrance.