Being a founding member of NATRUE, the representatives of Lavera will explain to visitors which are the challenges of the sector and how being part of a strong international association can help to tackle them.
"NATRUE has established itself as a credible and significant player in the organic and natural cosmetics sector. Manufacturers and consumers are looking for a trusted and strict standard for their cosmetics to distinguish them from the many 'greenwashed' products out there". This is why we are more than happy to raise awareness on real natural and organic cosmetics during COSMOPROF days", commented Klara Ahlers, President of NATRUE and Managing Director of Laverana.
NATRUE Label Manager Francesca Morgante will be delighted to meet anyone interested in discovering more about NATRUE. To schedule a meeting, please send an e-mail to firstname.lastname@example.org
Vivaness is the meeting place for natural cosmetics retailers, manufacturers, buyers, and service providers from the international cosmetics sector, including journalists who want to keep abreast of the latest developments within the industry. Come and meet NATRUE's team of experts this February and find out more about natural and organic cosmetics.
NATRUE EXHIBITION STAND
Come and introduce yourself to the team on the NATRUE stand (number 613, Hall 7A) at Vivaness. We will be delighted to welcome you and update you on all the relevant scientific and regulatory developments. This will be the sixth year that NATRUE will be represented at the show, which has become the must-have event for the Association. A full agenda of internal meetings will be taking place for the NATRUE organization during the show including Scientific Committee Criteria and Label Meeting, NATRUE's Approved Certifiers Meeting and Regulatory and Scientific Working Group Meeting. Visitors can also discover why so many companies and brands are NATRUE members, via an interactive presentation.
NATRUE's Director Public Affairs, Julie Tyrrell, will be pleased to meet with the Press by prior appointment, for interviews or to discuss and clarify any queries about the NATRUE Organization and how it contributes to regulatory decision-making in order to ensure the continuity of premium raw materials and defend a strict regulatory definition of natural and organic cosmetics to the benefit of consumers worldwide. To make an appointment to meet Julie, please contact NATRUE in advance by emailing email@example.com
All visitors, including the Press, are invited to hear the NATRUE presentation:
Meeting Consumer Expectations 11 February 4pm in Room Seoul (level 3, NCC Ost)
Julie Tyrrell will present the findings of a pan-European survey commissioned by NATRUE to GfK, a highly respected independent consumer research agency. The results of the GfK study entitled 'Exploring the Territory of Natural & Organic Cosmetics', highlight what consumers expect from natural and organic cosmetics, what drives their purchasing decisions, and what they understand about the products. The research was both qualitative and quantitative, with two small focus groups interviewed in-depth in phase one, and a larger study of over 900 women who were surveyed online during phase two.
"As the terms 'natural' and 'organic' for cosmetics remain without a regulatory definition to date, private standards exist. Also the conventional cosmetics industry tabled a draft standard with the International Standardization Organization, which is expected to be weaker than the NATRUE standard. But what about consumers and their expectations? In order to find an answer to this fundamental question, NATRUE decided to carry out an independent consumer enquiry", stated Julie Tyrrell, Director at NATRUE
Come and listen to the talk to hear more detail about the results of this research, and put your questions to Julie.
NATRUE TAKES PART IN FORUM
In addition Julie Tyrrell will be taking part in the expert panel discussion about natural and organic cosmetics, in the Vivaness Forum:
What is going to happen with the definition of organic and natural body care products? 13 February from 10-10.45am in Room Kiew, NCC Ost.
The Forum will debate the current state of play, the different certification approaches, and the challenges arising from the planned ISO (International Standardization Organization) guidelines for natural and organic cosmetic ingredients and products (ISO 16128). Julie will be joined by presenter Elfriede Dambacher who will chair the Forum, plus Joachim Banzhaf, CEO of EcoControl which has been a NATRUE Approved Certifier since 2010, together with Francis Blake from The Soil Association (UK) which is part of the COSMOS group, and Reinhold Bunke from ICADA, service and lobby organisation working in the field of cosmetics, natural detergents and cleansing agents.
"I was delighted to host the exhibition 'Experience True Natural and Organic Cosmetics' with NATRUE. In the European Parliament we deal with a number of issues in the abstract sense, so the exhibition was an excellent opportunity to not only inform MEPs and their staff about the regulatory issues concerning the natural and organic cosmetics sector, but also to allow them to experience the cosmetics for themselves", explained Ms Julie Girling, UK Member of the European Parliament.
The aim of the study was to explore what consumers expect from natural and organic cosmetics (NOC), to better understand public perception, as it currently stands, in order to address consumer confusion and best meet consumer expectations, amidst a sea of greenwashing. The study focused on the drivers and barriers influencing NOC purchasing decisions, and the differences in perception of the terms natural and organic.
"As the terms 'natural' and 'organic' for cosmetics remain without a regulatory definition to date, private standards exist. Also the conventional cosmetics industry recently tabled a draft standard with the International Standardisation Organisation, which is expected to be weaker than the NATRUE standard. But what about consumers and their expectations? In order to find an answer to this fundamental question, NATRUE decided to carry out an independent consumer enquiry", stated Julie Tyrrell, Director at NATRUE.
The research was undertaken by the GfK Group, one of the most established market research organisations in the world. Research was both qualitative and quantitative, with two small focus groups interviewed in-depth in phase one, and a larger study of over 900 women who were surveyed online during phase two. The women, aged 25-65, came from a range of European countries - France, Italy, Germany, Sweden, Poland and the UK. Households represented a good cross section of society: families, single parents with children, couples without children - with a wide range of educational and professional backgrounds - from students and unemployed through to full time or part time employees, self-employed and retired people, and homemakers.
The research flagged up that 75% of women are aware that there is a difference between natural and organic ingredients but a third of women interviewed feel they really understand what the difference is. The public understands that organic is a strongly regulated process, which has a label/certificate that ensures the product is organic. Nine out of ten women interviewed stated that NOCs should not contain GMOs or artificial ingredients.
Key drivers behind purchasing decisions are whether ingredients are harmful (89% consider this of importance). Other things influencing their purchasing include allergies (87%), fragrance (86%) and recyclable packaging (51%). 79% expect that the products contain uniquely natural ingredients. The need for "only organic" is slightly less important than only natural.
Perhaps not surprisingly, these concerns are especially important for facial and bodycare products and less vital for wash-off products - shampoo and shower gel are rinsed off quickly so the concern about artificial ingredients is less significant. NOCs are considered especially important for leave-on bodycare and babycare products. Information about ingredients and production processes is also important.
The findings have thrown up some interesting facts and figures, which shine new light on the NOC market and the European mindset. Interestingly there was some regional variation in public perception, between Northern European countries and Mediterranean countries. The Northern European group perceived NOCs as being more gentle, pure, fresh or closer to 'home made' and were more focused on ingredients, composition, smell and colour. The Mediterranean group had broader concerns, for example about packaging, shelf-life and safety, and marketing.
The research has flagged up considerable confusion that exists amongst consumers about what makes a product genuinely natural or organic. For example, interviewees were asked if water should be certified when considering whether a formulation is genuinely natural or organic. Initially consumers thought this was a good idea, but when further questions were asked it became apparent that they had not initially thought about the quality of the water, whether it would need to be spring water, filtered water, tap water and so forth. When given the options, further information and time to consider the issue, consumer opinion faltered. No added value was perceived in labelling water as natural or organic.
The majority of NOC consumers wish to avoid negative outcomes. NOCs are perceived to be a better choice in the long term. There are 3 different types of NOC consumer:
1) 35% choose NOCs as 'risk avoidance', wanting to avoid harmful ingredients. 2) 45% take a more altruistic approach, wanting to avoid negative outcomes for others - mankind, the plant and animal kingdoms, the planet. This is of particular concern to women aged 45 and over. 3) 20% select NOCs as a lifestyle choice or way of life, because cosmetics must fit with their healthy and natural lifestyle and philosophy. This is of particular concern to women aged 25 to 34.
While risk avoidance (a negative driver) is often the reason for starting to use NOCs, continued use of NOCs is based on positive experiences and associations. In purchasing NOCs women feel that they are helping to make the world a better place. NOCs are perceived as the safest long-term choice for us and for the planet.
NATRUE's President Klara Ahlers concluded: "We are delighted and grateful to Julie Girling for supporting us as the host of our event. Inside the European Parliament we were given the opportunity to chat with decision makers from the European Institutions, both in NATRUE's exhibition area and during a 2.5 hour meeting with around 30 stakeholders from the political scene, press and other associations. With regards to our international political activities, the 2 days in Brussels represent an important step in actively raising awareness of the issues surrounding NOC regulation and NATRUE's mission".
If last year, Natural Products Scandinavia was considered a "must be there" event for NATRUE, this year it is again regarded as such. Perhaps even more so, owing to the ever growing interest of Scandinavian consumers in Natural and Organic Cosmetics.
This growth is not only reflected in the high attendance rate of the award-winning Nordic event but also in the rising number of Scandinavian companies which have decided to certify their products with NATRUE. "We joined NATRUE because we share the same values. It feels genuine and true to us and we think this is one of the most important ways to fulfil our vision", claims Tina Brunius, owner of Dharmazone, member of NATRUE.
NATRUE is committed to protecting and promoting Natural and Organic Cosmetics defining strict and transparent criteria that instil trust among consumers worldwide. NATRUE has already achieved many goals and naturally, there will be others going forward. If you would like to discover more about NATRUE, its achievements and future challenges, you will be given the opportunity to do so during the conference "NATRUE: Meeting consumer expectations" held by NATRUE Director Julie Tyrrell on Sunday 26th October at 11:00 am in the Natural Theatre or later in the afternoon at 14.00 pm during the panel debate "What are the strategic Issues for the Natural Products Industry?
Should you not be able to attend the conferences, do not hesitate to come along to the NATRUE stand NB15. Ms Tyrrell and NATRUE Label Manager Francesca Morgante will be more than happy to welcome you, tell you more about our international organisation and provide you with information. In addition to brochures, a broad range of NATRUE certified products will be displayed at the stand.
For more information on Natural Products Scandinavia, click here.
Five years on, neither the terms 'natural' nor 'organic' have been defined or regulated in the cosmetic sector. However shortly after NATRUE was founded, the conventional cosmetics industry tabled draft guidelines on technical definitions and criteria for natural and organic cosmetic ingredients and products with the International Standards Organisation (ISO). In order to ensure the involvement of experts in the field, NATRUE joined this initiative, commenting on and contributing to the process. NATRUE Director Julie Tyrrell explained:
"The requirements of the proposed ISO standard are expected to be significantly weaker than the NATRUE criteria. The NATRUE standard will therefore continue to exist in order to actively promote and protect natural and organic cosmetics of a higher calibre. Consumers must be provided with transparent information, enabling them to make informed purchasing decisions at the point of sale".
Indeed NATRUE certification offers consumers a unique guarantee: strict criteria for three different levels of certification, across 13 product categories. Each product category ensures maximum content of natural raw materials and also limits the use of derived-natural ingredients. Why is this necessary?
A simple example: it is obvious that the criteria for a body oil (which can be manufactured relatively easily from 100% natural and organic ingredients) and the criteria for a shampoo (which is mostly comprised of water, which NATRUE does not count as a natural or organic ingredient) should not be the same. The 13 different product categories, each with their own tailor-made criteria, ensure that every product fulfils its promise to be as natural as possible. These rules apply across all three NATRUE certification levels - Natural Cosmetics, Natural with Organic portion, and Organic Cosmetics. This unique approach protects consumers because it guarantees a strict level of naturalness that does not allow for loopholes. Futhermore at least 75% of a brand's range needs to be certifiable, to avoid greenwashing by companies promoting a small hero collection when the majority of the products in the range are not of the same high standard.
The NATRUE logo is one that can be trusted, and is recognised worldwide - one logo for one world - guaranteeing quality and authenticity. Consumers can now see at a glance whether a product is truly natural, and know that it contains top quality raw materials, and is free from artificial colours, fragrances and preservatives such as parabens. No paraffin oils or petroleum-derived ingredients are permitted, no silicone oils or GMOs. No other standard has such a strict definition of naturalness.
Today there are 4,000 plus NATRUE-certified products from approximately 150 brands - established names including well known green beauty pioneers, as well as up-and-coming new brands. The 4,000th product was an eye-shadow, further expanding the choice of certified-natural make-up on the market.
"We are proud of the successes of the past five years, hailed by the arrival of the 4,000th NATRUE-certified product. This confirms that we have established ourselves as a credible and significant player in the organic and natural cosmetics sector. The impressive growth in the number of NATRUE-certified products illustrates that manufacturers and consumers are looking for a trusted and strict standard for their cosmetics, to distinguish them from the many 'greenwashed' products out there", commented Klara Ahlers, President of NATRUE.
In the context of the leading Italian exhibition for natural products, NATRUE will unveil its latest news and achievements to the public. Five years ago, the first NATRUE Certified products became available on the market. Since then many new goals have been achieved.
NATRUE is very pleased to invite the press and the public to the conference
THE NATRUE LABEL: 5 YEARS ON THE MARKET MEETING CONSUMER EXPECTATIONS IN TERMS OF NATURAL AND ORGANIC COSMETICS
Monday 8th September from 15.00 to 17.30
room Overture – Centro Servizi, 1st Floor, Block D Conference will be held in Italian
The conference will be the occasion to discover the history of NATRUE, with insights and contribution from different stakeholders such as Members, Label Users and NATRUE Approved Certifiers, as well as expert from the organic sector.
To address this challenge, NATRUE has decided to adopt the IFOAM technical definition of what constitutes an accepted organic standard: that is, one that is approved under the IFOAM Family of Standards. Such standards have passed a rigorous assessment by IFOAM experts and demonstrated both their local relevance and their equivalence to the international Common Objectives and Requirements of Organic Standards (COROS). The IFOAM Family of Standards represents both the diversity and the unity of what is considered organic worldwide.
NATRUE has just updated its Label Criteria The new version (2.9) of these requirements is now defining organic raw materials as those being certified by a duly recognized certification body or authority to an organic standard or regulation approved in the IFOAM Family of Standards.
IFOAM and NATRUE believe that these new criteria will benefit producers, traders and consumers, with an approach that combines inclusiveness and integrity. Producers certified to their local organic regulation or standard will now be able to supply NATRUE cosmetic manufacturers, provided that the local standard has been approved by IFOAM. This should ultimately favor the uptake of the NATRUE label globally and ensure its credibility towards consumers.
More information on the NATRUE requirements can be found here More information about the IFOAM Family of Standards can be found here
The NaturkosmetikCamp is the first German speaking BarCamp for green natural cosmetics. It is a public, interactive professional event which aims at encouraging the exchange of new ideas in an informal, open context as well as inspiring new impulses and impacts so as to collectively increase the consciousness for real natural cosmetics on the market. As a special feature of this workshop-like event, the topics are suggested by the participants themselves, rendering it possible to lead high-level discussions on a whole variety of current burning issues.
As a partner of the NaturkosmetikCamp, NATRUE is happy to support this promising premiere. "There is a growing need of gathering experiences, perspectives and visions. The Naturkosmetikcamp offers this possibility at a very high level. This event is likely to become a must have in the agenda of the sector" said Klara Ahlers, NATRUE President.
Revolving around the motto "It's Time for a Change!", the NaturkosmetikCamp seeks to explain that, now that the basis towards professionalization has been established in the natural cosmetics sector, it is time for a second big boost.
Over 100 experts from Austria, Germany, Switzerland and South Tirol will attend, among whom some of NATRUE's Label Users such as Dr. Hauschka, Primavera Life, Farfalla, Pure Green Group and Alverde.
For more information on the Naturkosmetikcamp click here
Brussels/Berlin, 27. May 2014. The demand for natural and organic cosmetics in increasing, the market is growing. When asked about the content of their cosmetics, consumers become increasingly critical – a sensation to which more and more manufacturers react. The interest in the annual Members Assembly of the Natural and Organic Cosmetics Association NATRUE, which was held on 23. May 2014 in Frankfurt, was correspondingly high. More than 50 representatives of member companies and partners, journalists and other interested people informed themselves about the status quo, market and sector trends as well as current projects of NATRUE.
Manufacturers and consumers require strict standards, more transparency and participation At the Membership Assembly, 20 new members were welcomed, demonstrating the need of an international association, grasping the opportunity to defend the values they so dearly believe in. Indeed, companies from Austria, Bulgaria, Croatia, Finland, Germany, Greece, Ireland, Italy, Poland, the UK, Sweden, Switzerland and the US understood the importance of unity.
At NATRUE, the increasing demand for natural and organic cosmetics is also reflected in the NATRUE rising certification figures. Almost 40 per cent more products have been certified in the first quarter 2014 compared to the corresponding period last year. Meanwhile, over 3.800 products and over 250 raw materials are currently certified. More than 100 new products are NATRUE certified each month.
Clearly, a definition for natural and organic cosmetics is still missing at European and international level. NATRUE is committed to establishing a formal definition acceptable to consumers and manufacturers alike.
“NATRUE is recognized as a key player in the natural and organic cosmetics sector. The figures illustrate a rethinking process amongst manufacturers and consumers. Strict requirements such as set in the NATRUE criteria are becoming ever more important. Consumers want a guide to orientate themselves in their buying decisions”, said Klara Ahlers, NATRUE President. “Manufacturers are using the NATRUE Label to clearly differentiate themselves from the so-called ‘nature inspired’products which are far from the actual consumers’ needs”, Ahlers continues to explain.
Project partnerships in Brazil... At this year’s Membership Assembly, international guest speakers also presented their projects. Alexandre Harkaly, Executive Director of the Brazilian certification body IBD (ibd.com.br), for instance, presented the new partnership with NATRUE on alignment and harmonization of NATRUE and IBD standards. Brazil is the world’s third largest market for cosmetics. IBD is known beyond the borders of Latin America for the certification of natural, organic and biodynamic products. For NATRUE, this cooperation marks a further milestone on its way to establish international recognized standards for natural cosmetics.
...and Germany Dr. Ana Lucia Vascuez and Dr. Susanne Zibek, from the Frauenhofer Institute IGB, presented the results to date of the project “Organic for Surfactants” (O4S) which deals with the development of biosurfactants out of organic agricultural waste according to the NATRUE criteria (organic4surfactants.frauenhofer.de).
IFOAM EU contribution to the NATRUE Membership Assembly How organic agriculture is regulated plays an important role in the natural and organic cosmetics sector. The Director of IFOAM EU, Marco Schlüter gave a speech about the legislative proposal for a new organic EU regulation. IFOAM EU recognizes that the proposal delivers some valuable and innovative elements, and welcomes that it was accompanied with an EU organic action plan. However, it fails to deliver any real benefits over and above the present regulation and thus IFOAM EU rejects the proposal in its current form, unless substantially changed. IFOAM EU calls for further development of the organic legal framework based on organic principles and an organic regulation that supports the development of the sector, based on a progressive step-by- step process with clear vision, one that takes the diversity of member states, regions and organic operators into account.
This Agreement will undoubtedly bring unparalleled benefits to the sector; strengthening both organizations which are driven by the same passion, values and ethics. Whilst NATRUE represents global leaders of authentic natural and organic cosmetics, Brazil is one of the top 3 cosmetic markets and IBD globally renowned for the certification of not only natural, organic and biodynamic products but also in the field of sustainability – a perfect international partnership.
The Agreement comprises 2 phases:
Phase 1: Under the Agreement, all natural and organic cosmetic products certified to the NATRUE Label (raw materials, formulas and finished products) may automatically receive the “IBD natural ingredients seal” without undergoing additional certification or costs – only a seal fee for use of the IBD label will be charged. Whilst organic certification for cosmetic and body care products in Brazil is currently prohibited – once this prohibition is lifted, this certification will be extended to organic certification in accordance with Brazilian legislation taking into consideration the necessary adaptations for the future Brazilian standard."
Phase 2: IBD has aligned its criteria to that of the NATRUE Label for those products intended to be exported. As soon as operators have adjusted their line to these criteria, the NATRUE Label will automatically be awarded to IBD certified natural and organic cosmetic products without undergoing additional certification costs – only a seal fee for use of the NATRUE Label will be charged. NATRUE certification will enable IBD certified products to make an organic claim under the NATRUE Label at an international level.
“This Agreement supports companies wishing to enter the Brazilian market with the IBD seal and at the same time carrying an international Label such as NATRUE, providing clarity for consumers and enhancing excellent business opportunities for authentic producers at an international level” states Ms. Klara Ahlers, NATRUE President.
Alexandre Harkaly, Executive Director of IBD adds “The Agreement is a milestone in the international recognition of authentic natural and organic cosmetic products reducing barriers to international trade for Brazil who may now export NATRUE levels 1 (natural), 2 (with organic portion) and 3 (organic) to third countries”.
The Agreement will be operational as of 1st April 2014 – information will be made available on both the NATRUE and IBD websites.