Going Green, Green Watching and Green Washed…..where is the beauty industry headed? What does the consumer really want?Green is here to stay, but at what cost? Consumer awareness has been raised, but will consumers be willing to make necessary sacrifices?Natural/Organic personal care sales have reached US$21B world wide. Growth has slowed from 20% to 8% in the current economic climate. Consumers remain concerned with efficacy and aesthetics, demanding those qualities as well.
Cosmetic manufacturing and packaging have come under scrutiny, with several companies making a concerted effort in both directions.A big obstacle to progress is the lack of definition for “natural” and the inconsistency among the agencies – governmental or otherwise – that monitor, validate and accredit “organic.”