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From the field to the store: the “naturalness” is guaranteed
POSTED: 13.10.2016 IN:
A GfK study commissioned in 2014 by NATRUE involving 900 consumers from six countries reveals that over 60% are reassured by the presence of a label. Those who claim to know one or more labels mostly* report that their presence is one of the decisive criteria at the time of purchase (*49% relating to several labels).
This is a well-deserved confidence, but... among these informed consumers, who knows the specifications and checks that give their favorite cream that extra confidence? Indeed, in order for everyone to do their cosmetics purchases with closed eyes, verifications in several stages (both upstream and downstream) have been implemented, from the fields to the packaging.
The first step of the certification is achieved through a documentation check. This is a time during which the manufacturer works with an independent certification body that accompanies him through the process, in close collaboration with NATRUE and its Scientific Committee Criteria and Label. First, the certification body will check the documentation related to the product range, including the formulations and INCI designations as well as the proof of origin of the raw materials for their compliance with the NATRUE Standard.
Secondly, the certification body will undertake a production audit. "The person in charge of the audit visited the facility, examined everything in detail, including the data sheets of the raw materials (for example, statements of our suppliers regarding non-GMO presence...) but also the reported amounts, the state of raw material stocks, the shares... Indeed, it is important to check that we sell what we declare producing!" explains Marie Bardou from Beauty Garden, a young French NATRUE organic certified brand.
"I admit that the process is not exactly a cakewalk for us!", adds Domenico Scordari, founder of the company Natura e Benessere with a smile: "an inspector of the certification body spends several days to check our ingredient lists, our compositions; everything is examined and controlled. But this certification and these checks are a guarantee of credibility and reliability for the brands we work with."
The NATRUE organic cosmetics certification (the most demanding level of the three certification categories of the Standard, guaranteeing a proportion of at least 95% of natural ingredients derived from controlled organic cultivation and/or controlled wild collection) brings objective "proof" of this level of requirement.
For brands that formulate using ingredients processed by other companies, the NATRUE certification is the way to integrate proof of respect for nature in their products, ensuring that all ingredients and their use have been checked at every production stage.
Added value of NATRUE
Domenico continues: "the presence of many national labels for organic cosmetics is confusing for consumers but also for the producers: in fact, as a third party manufacturer we must succeed in designing products that meet standards which vary by country. The advantage of NATRUE: it is an international standard known around the world. Therefore, my clients are certain to offer a product whose specifications are understood by consumers who are more and more informed worldwide. Besides, it is probably no coincidence that all my clients are growing businesses!"
Marie Bardou adds: "as, to date, no "European standard" for natural and organic cosmetics exists, we have chosen a certification that tells our story as accurately as possible, and above all that distinguishes us from other brands whose approach is not quite as sharp, using objective, verifiable criteria that are verified by a third party."The NATRUE certification tells a story, based on integrity and on the reliability of ingredients and methods used. A story which increasingly becomes a shared value for industries and consumers.