Naturals: Innovation Helps but Lack of Labeling May Hurt

Posted: March 12, 2010

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While this market segment is challenged to define what natural means for personal care, some manufacturers have taken the stance that it is less about the naturalness of products themselves and more about being transparent regarding a product's contents, i.e., indicating clearly that a product contains some synthetic materials and some natural materials. Admittedly, this approach may turn away those consumers commited to only truly natural products; however, it makes an honest claim about a product and enables formulators of such products to design them to be as natural as possible without sacrificing performance or safety.

This approach is not about labeling natural products as good or synthetic products as bad; it's about being honest with the consumer. In the end, perhaps it is the consumer's perception of natural products and not the manufacturers' incorrect or confusing labeling of them that remains the ultimate challenge.