Natural Cosmetics Conference 2011

Active interest of the entire beauty trade – segment of growth undergoing changes
The Conference proved that natural cosmetics have become a „natural“ part of the entire cosmetics market. The multitude of topics and the potential of the market are enormous. The resulting perspectives, chances and risks, which affect the entire market, were examined extensively during the two-day conference.

Core Conclusions

Headed for growth
Natural cosmetics remains to be the fastest growing cosmetics segment. Prognosis 2011: The market will grow by an additional 40 – 60 m Euros. This is equivalent to an increase of five to eight percent.

The cosmetics market is going greener
The segment of near-natural cosmetics is growing as well. New formulas and a new way of addressing the customer are corresponding with the wish for more naturalness. The increasing emphasis of sustainability in marketing promises and the continuing green washing of products make it difficult for the media and consumers to differentiate beween real natural cosmetics, near-natural cosmetics, near-natural competition and classic cosmetic products.

Forward-looking scenarios
As possible approaches for forward looking concepts several terms appeared prominently in presentations and discussion groups, among them buzzwords such as biotech and plant stem cells as well as the combination of science and nature. But also authenticity, transparency and credibility belonged to the often mentioned values.

Brands and certifications
Certification remains a major part of branding. Through this, brands document their affiliation with a certification system. Therefore the label benefits from the brand as well. Because even though consumers can not distinguish between the labels, they provide a source of orientation. Labels also prove to be helpful criteria for the industry, which identifies „real“ natural cosmetics through the labels.

Nuances of green
Differentiation is elementary. A clear distinction between the individual brands is becoming increasingly difficult – brand presentation and communication are often too similar. In the future, there is an increased necessity for real innovations in products and formulation as well as an individual profile of the brand in order to be successful in the market. Trust, credibility and transparency are central points of branding.

Global concerns about toxic ingredients
Consumers are concerned about their health. Karin Frick of Gottlieb Duttweiler Institut, Switzerland, noted that health is the new status symbol. No wonder that the concern about cosmetic ingredients has brought on an increased demand for natural cosmetics. The trend „Clean Labeling“ is considered as a response in the international market. Free of … concepts are successful.

Consumers value quality
Target groups relevant for natural cosmetics put the consequences of their own consumption more into the focus of their buying decision. But though for natural cosmetics no strict target group descriptions may be made, it can be said that they are people following a certain value system. They are looking for allies and often are well informed.
Natural cosmetics remain an interesting market segment characterized by growth. And the signs are pointing towards additional growth.