Organic Monitor, the leading company dedicated to market research in the organic cosmetic industry, has recently published its new Natural Cosmetics Brand Assessment report. Despite many workshops, discussions and reports, there are still falsehoods in the industry and confusing labels on ‘natural’ beauty products. Organic Monitor’s on-going research aims to improve the industry for everyone.
Many natural beauty brands are claiming their products are organic, when really they are just exaggerating their one or two organic ingredients. Organic Monitor got a chartered chemist to examine over fifty product brands that alleged these claims, and gave each one a natural rating. The certified brands scored the highest, and those who have said to be exaggerating the truth scored lowest.
Consumers have been prone to a lot of confusion when it comes to choosing ‘organic’ beauty products. With many false labels, some are not sure what to trust. A number of natural beauty brands have found customers become even more untrusting when organic claims are being overplayed. Organic Monitor believe that marketing, distribution and proper labelling have to work in conjunction to provide the answer to this confusion.
Organic Monitor have said that concept stores are becoming more popular, and could provide a way for customers to learn the important knowledge about natural cosmetics to help erase confusion. Furthermore, the Sustainable Cosmetics Summit in Paris at the end of November aims to address the main findings from the natural study and discuss proper marketing and distribution techniques for natural beauty companies in the industry.