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The Blossoming of Naturals--Marketing and Statistics

By: Karen A. Newman
Posted: June 17, 2008, from the July 2006 issue of Skin Inc. magazine.

How many of you use natural skin care, hair care or other beauty products? How many of you exercise regularly—yoga included? How many of you consider yourself a tree hugger? Well, you don’t have to be a tree hugger to embrace the natural and wellness trend.


The naturals and wellness trend has gone mainstream. It includes beauty, health and fitness, and is expected to grow into a $1 trillion business by 2010. The natural ingredients segment, targeting women ages 35–55 and baby boomers, is growing with the rise of the wellness trend. Even 20-year-olds who want to postpone the aging process are discovering wellness.

Within the wellness trend, naturals have become a key element in marketing cosmetics and personal care products. Consumers are looking for safe products, and naturals are associated with comfort and quality of life. Few individuals have embraced wellness with such business savvy as Nicholas Perricone, MD. Perricone recently opened his New York wellness center where antioxidant teas, the Perricone anti-aging diet and his line of cosmeceutical skin care products are offered.

Looking at the numbers, in 2004, a total of 2,900 new cosmetic and personal care products containing natural or organic ingredients were launched worldwide. Sales of natural and organic cosmetic items are expected to reach $5.8 billion by 2008, which means 9% annual growth. Naturally oriented launches are seen across all categories in the consumer arena: lip plumpers by Jasön, natural nail care by Laboratoires Sanoflore and even baby care such as Little Me Baby Organics by Floraroma.

Brazil’s No. 1 cosmetic company, Natura, is a great example of a cosmetic manufacturer embracing the naturals trend. The company harvests most of its ingredients from the Amazon rain forest under strict guidelines for sustainable growth. The natural beauty care company is growing rapidly and will be present in all of Latin America by next year. In addition, Natura recently opened a flagship store in the heart of Paris and soon will be landing on U.S. shores.

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