Burt's Bees, NPA update industry on working group's two-prong strategy to set standards for “natural” in personal care
Due to the increasing global trends in health and wellness, marketers of “genuine” natural personal care products are realizing signifi cant increases with the category growing at 15% as compared with 3% for other personal care products. However, there is much concern as there are brands that are being positioned as natural but really aren’t natural at all, Burt's Bees Chief Marketing & Strategic Officer Mike Indursky said.
Indursky cautioned the issue of natural-inspired products being sold under the ‘natural’ label is “less about sales. It’s really about the consumer being confused and misled. These women are simply trying to maximize their well-being through natural personal care and are unknowingly buying products that while calling themselves ‘natural’ have barely any natural ingredients. Instead they are almost completely synthetic and contain ingredients like petrolatum, sodium lauryl sulfate, parabens, silicones, etc., many of which are in fact...
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