Brussels, 11. March 2010 An exciting part of the relaunch is the introduction of 'quick response' (QR) codes, allowing you to access this information in the shops. By taking a photo of the code, your phone will automatically lead you to the product specific weblink. The mobile technology replaces NATRUE’s three star labelling system which only gave approximate information about the product. In future, you can consult any information about the product by consulting your mobile phone before the purchase.

"We are turning the point of sale into a point of experience", says Moritz Aebersold, Weleda Director and President of NATRUE, who is developing NATRUE into a modern service brand together with other founding members such as Dr.Hauschka, Lavera, Logona and Primavera. "This is an exciting development for producers, retailers and consumers alike. People want authentic products and the QR tags are a great way to find out. In depth information is just a click away."

The new website will also feature an online community where all true friends of Natural and Organic Cosmetics can connect. NATRUE is already in direct dialogue with friends and consumers of Natural Cosmetics on  Facebook and Twitter.

NATRUE is the International Natural and Organic Cosmetics Association based in Brussels and promotes authentic Natural and Organic Cosmetics worldwide since May 2008. The NATRUE label sets a high standard of quality and integrity so people worldwide can enjoy Natural Cosmetics truly worthy of that name. Almost 400 products have already been certified under the NATRUE label, ranging from make-up to toothpaste. A complete list of certified products is available online at  www.natrue-label.com/products

Get a QR code scanner on your mobile phone. This <media 1445>pdf</media> shows how you to do it.