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The Lure of Organic Ingredients
By: Abby Penning
Posted: March 28, 2013, from the April 2013 issue of Skin Inc. magazine.
Professional skin care is moving into more functional products with super fruits and natural ingredients.
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Fondots continues, “Those companies who wish to make an organic claim on their labels and in their promotions, we’re also seeing a lot of requests that the extract themselves be organic. Of course, shea butter, argan—they’re certainly ‘hot,’ but they’ve been around awhile. What I’m also seeing is some of the South American—and even African-sourced products—especially the nutritive oils and some of the other botanicals, ingredients that we’ve never heard of like baobab and maracuja and others—are materials that are gaining popularity. Maracuja, which is another name for passion fruit, oil, is another example. These ‘exotic’ materials will, in time, become more commonplace. I’m seeing a lot more of those becoming hot items. That means that, globally, we are going to be searching for more exotic places—getting oleoresins from Indonesia, getting cinnamon or corcomin from Southeast Asia. And South America is just beginning to put out very interesting botanicals. It can offer so many fabulously interesting foods, oils, roots and nuts there, and not only in the Amazon region, but other places, as well. They will have a very good marketing story to tell.”
Terry Labs’ Anderson also notes that you can’t really discount any of the organic ingredients. “It seems as though all products are cyclical. What was hot yesterday is now hot again today,” he explains. “Aloe vera is in a moment of being a steady organic ingredient that functions as a great marketing tool for beauty products.” And expect other traditional organic ingredients to come back around in popularity, too.
A marketing edge
Organic ingredients can also be a boon to the marketing efforts of a beauty product. “The inclusion of organic ingredients is a sure way to draw consumers to a beauty product,” notes Anderson. “It screams safety to the consumer.”
“When marketers [such as spas] choose to incorporate certified organic ingredients, which are generally higher in price, they certainly take the opportunity whenever they can to highlight, in their promotions, whether it’s in the media or on the label itself—with banners or other copy—that organic ingredients are in there,” says Fondots. “They’re really depending on that unspoken beneficial link that the consumer has in mind between ‘organic’ and that which is good—‘that which is good for me’—so marketers [spas] don’t even have to make that explicitly point. We’re at a point now where ‘organic’ to the consumer of cosmetic and personal care ingredients certainly means ‘pure,’ ‘fewer toxins’ and ‘something I want to use that doesn’t cost me too much money.’ ”