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The Beauty of Naturals--Your Buying Public

By: Jeb Gleason-Allured
Posted: June 23, 2008, from the April 2006 issue of Skin Inc. magazine.

Do you know your buying public? Do you know what they want? What are their values? How do they interact with the world? Today, products touting natural/organic/wellness aspects have become ubiquitous—reflecting a changing consumer public that is better educated and, thus, more product- and service-conscious.

There are 12 truths of natural/organic/wellness consumers—what drives them, what they think matters, and how all of you can communicate and deliver to them the promise of naturals.

Truth 1. Consumers of naturals and organics are looking for a more sophisticated connection to their purchases. They seek out quality, although they are not above being swayed by the “image” of naturalness.

Truth 2. Although naturals of every variety really have come into their own on the market, organic launches suffer from higher costs. In addition, because world governments have yet to unify behind a naturals standard, consumers are left to wonder what exactly they are getting. How would the natural/organic segment benefit from national or global standards?

Truth 3. The key to naturals is consumers’ growing association of beauty with health and wellness. Notions of longevity and mortality now are commonly linked with personal care and spa offerings. Considering the wide acceptance of organic shopping, as well as the existence of an aging baby boomer population, all things natural have a promising future.