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Euromonitor Pinpoints Trends at America's Expo 2009

Posted: April 17, 2009

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Rechelbacher is the son of an herbalist, environmentalist and organic farmer who started hairdressing at the age of 14. He founded Aveda in 1978, sold it to Estée Lauder in 1997, and stayed on as a consultant until 2003. His latest venture is Intelligent Nutrients, a company that sells certified organic hair care, skin care, body care, essential oils and functional foods and supplements. All of his products are certified organic, either by the United States Department of Agriculture (USDA) or by the UK Soil Association. The certified organic ingredients are grown on his farm in Osceola, Wisconsin. He shared his belief that “The body is an eco-system” and that “Plants are master chemists.” Rechelbacher stated that “We need to switch from a petrochemical economy to a carbohydrate economy.” Organic foods contain 30% more antioxidants than conventionally grown foods, according to Rechelbacher. He showed a chart comparing the ORAC (antioxidant) value of black cumin seed oil with a 1.37 score for the conventionally grown and a 4.33 value for the organic variety. The activist in Rechelbacher spoke about the global organic certification confusion as the number of certificates (organic, natural, green) proliferate and lead to greenwashing. To fight greenwashing, he joined Dr Bronner's Magic Soaps April 2008 lawsuit in the California Superior Court against several personal care brands making organic claims on their labels.

Ted Ning discussed the evolution of the LOHAS market stating that the world has made significant progress. He cited data from the Natural Marketing Institute that segments U.S. consumers into five groups: LOHAS (17%, with a strong interest in planetary health), Naturalites (17%, interested in personal health or children’s health), Conventionals (26%, practical people who recycle and buy Energy Star appliances), Drifters (24%, affected by trends) and the Unconcerned (16%). With consumers worried about the economy, there has been a shift from green initiatives focused primarily on improving the environment to practical green initiatives that save money. Ning stated that there has been double-digit growth in taking bags to grocery stores, the successful launches of Clorox Green Works and Arm & Hammer (green products in conventional stores), use of CFLs (compact fluorescent light bulbs), and less driving.

Salons embrace natural and organic products

Many of the new products launched at the show featured natural and organic ingredients. TIGI (acquired by Unilever in February 2009) introduced an organic hair care line named Love Peace & the Planet. Products in the line feature organic ingredients such as aloe leaf juice, lavender, pomegranate extract, shea butter and white tea extract. The organic line’s bottles and tubes are made from 50% post-consumer recycled material. After years of offering organic skin care products, Eminence Organics went one step further and developed an organic Biodynamic skin care line. The line uses ingredients that have been farmed using biodynamic practices and recyclable glass packaging manufactured with wind power energy. In nail care, Essie introduced the Essie Naturally Clean nail care line made with botanical ingredients, such as aloe vera and eucalyptus oil, which has antiseptic properties.

Even products not making natural or organic claims sought to position their products as being “free” from ingredients such as sulfates and parabens. Many manufacturers offered sulfate-free shampoos. Alterna Professional Haircare’s Alterna Caviar Anti-Aging Texture product boasts that it contains Rhodiola extract to protect against heat while being free from parabens, gluten, synthetic colour, DEA, TEA, phthalates, mineral oil, and paraffin.