Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The nearly $500 million NOPC market experienced slight declines in 2009
- Opportunities exist for companies willing to seek them out
- Competition and conflict from all directions
- Facial skincare remains the dominant segment
- Natural supermarkets no longer corner the market on NOPC
- A number of factors are affecting the market
- Burt’s Bees holds onto the top spot
- Manufacturers lack restraint in using the “organic” label
- Social networking the big marketing draw for all manufacturers
- High usage of NOPC products suggests consumer confusion over which products are truly organic
Insights and Opportunities
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- Being bold about embracing organic standards
- Emphasis on better ethnic products
- A focus on the men
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- Figure 1: Personal care usage, experimentation, and trial, by gender, October 2009
Inspire Insights
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- Totophobia fuels fauxganics
- What’s it about?
- What we’ve seen
- Specifics
- Implications
Market Size and Forecast
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- Key points
- Recession stops NOPC market growth for the short term
- Sales and forecast of NOPC
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- Figure 2: FDMx and natural supermarket sales of NOPC, at current prices, 2007-11
- Figure 3: FDMx and natural supermarket sales of NOPC, at inflation-adjusted prices, 2007-11
Competitive Context
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- Key points
- Continuing controversy over standards
- Consumer confusion continues
- There are a legion of “good enough” “natural” personal care products on store shelves enticing consumers
Segment Performance
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- Key points
- Few shifts in market share
- Sales of NOPC, by segment
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- Figure 4: FDMx and natural supermarket sales of NOPC, by type, 2007-09
Segment Performance—Facial Skincare
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- Key points
- Economy impacting facial skincare sales
- Sales and forecast of facial skincare
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- Figure 5: FDMx and natural supermarket sales of natural and organic facial skincare, 2007-11
Segment Performance—Hair Care
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- Key points
- Gains to be made on consumers’ changing habits
- Sales and forecast of hair care
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- Figure 6: FDMx and natural supermarket sales and forecast of natural and organic oral care, at current prices, 2007-11
Segment Performance—Soap and Bath Products
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- Key points
- Ample room for growth
- Sales and forecast of soap and bath products
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- Figure 7: FDMx and natural supermarket sales and forecast of natural and organic soap and bath products, at current prices, 2007-11
Segment Performance—Body Skincare
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- Key point
- Body skincare benefits from a focus on anti-aging and emerging brands
- Sales and forecast of body skincare
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- Figure 8: FDMx and natural supermarket sales and forecast of natural and organic body skincare, at current prices, 2007-11
Segment Performance—Oral Care
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- Key points
- Tom’s of Maine owns the relatively small segment
- Sales and forecast of oral care
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- Figure 9: FDMx and natural supermarket sales and forecast of natural and organic oral care, at current prices, 2007-11
Segment Performance—Deodorants
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- Key points
- Little competition in this sector
- Sales and forecast of deodorants
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- Figure 10: FDMx and natural supermarket sales and forecast of natural and organic deodorants, at current prices, 2007-11
Segment Performance—Baby Personal Care
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- Key points
- Rapid growth seen in baby personal care
- Sales and forecast of baby personal care
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- Figure 11: FDMx and natural supermarket sales and forecast of natural and organic baby personal care, at current prices, 2007-11
Retail Channels
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- Key points
- Natural supermarkets no longer corner the market on organics
- Sales of NOPC, by channel
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- Figure 12: FDMx and natural supermarket sales of NOPC, by channel, 2007-09
Retail Channels—FDMx
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- Key points
- Retailers missing out on opportunities
- Sales of NOPC in FDMx outlets
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- Figure 13: FDMx and natural supermarket sales of NOPC, by channel, 2007-09
Retail Channels—Natural Supermarkets
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- Key points
- Personal care suffering from the fallout of frugal consumers
- Natural supermarket sales of NOPC
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- Figure 14: Natural supermarket retail sales of NOPC, at current prices, 2007-09
- Figure 15: Natural supermarket sales of NOPC, at inflation-adjusted prices, 2007-09
Market Drivers
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- Greater concern over chemicals in personal care products
- Even organic certification may not be all it claims to be...
- … though crackdown is occurring
- Some improvements in efficacy of NOPC products
- Consumers becoming more socially conscious
Leading Companies
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- Key points
- Sales concentrated, but room for smaller companies exists
- FDMx sales of NOPC by manufacturer
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- Figure 16: Manufacturer FDMx sales of NOPC, 2008-09
- Natural supermarket sales of NOPC by manufacturer
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- Figure 17: Manufacturer natural supermarket sales of NOPC, 2007 and 2009
Brand Share—Facial Skincare
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- Key points
- Burt’s Bees and Hain Celestial continue to carry the market
- Manufacturer and brand sales of facial skincare, FDMx
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- Figure 18: Selected FDMx brand sales of natural and organic facial skincare, 2008-09
- Slight shifts within natural supermarkets
- Manufacturer and brand sales of facial skincare, natural supermarkets
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- Figure 19: Selected natural supermarket brand sales of facial skincare, 2007 and 2009
Brand Share—Hair Care
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- Key points
- No great changes in market share since 2008
- Manufacturer and brand sales of hair care, FDMx
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- Figure 20: Selected FDMx brand sales of natural and organic hair care, 2008-09
- Different offerings meant to attract consumers
- Manufacturer and brand sales of hair care, natural supermarkets
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- Figure 21: Selected natural supermarket brand sales of hair care, 2007 and 2009
Brand Share—Body Skincare
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- Key points
- Leaders’ share of the market is slipping
- Manufacturer and brand sales of body skincare, FDMx
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- Figure 22: Selected FDMx brand sales of natural and organic body skincare, 2008-09
- “Other” companies dominate at the natural supermarket level as well
- Manufacturer and brand sales of body skincare, natural supermarkets
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- Figure 23: Selected natural supermarket brand sales of body skincare, 2007 and 2009
Brand Share—Soap and Bath Products
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- Key points
- High degree of fragmentation within the soap and bath products segment
- Manufacturer and brand sales of soap and bath products, FDMx
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- Figure 24: Selected FDMx brand sales of natural and organic soap and bath products, 2008-09
- Dr. Bronner’s maintains its hold at natural supermarkets
- Manufacturer and brand sales of soap and bath products, natural supermarkets
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- Figure 25: Selected natural supermarket brand sales of soap and bath products, 2007 and 2009
Brand Share—Oral Care
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- Key point
- Natural/organic oral care has a hard time gaining a foothold
- Manufacturer and brand sales of oral care, FDMx
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- Figure 26: Selected FDMx brand sales of natural and organic oral care, 2008-09
- Tom’s of Maine dominant in natural supermarkets in oral care
- Manufacturer and brand sales of oral care, natural supermarkets
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- Figure 27: Selected natural supermarket brand sales of oral care, 2007 and 2009
Brand Share—Deodorants
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- Key points
- A mature market in general, but room for growth in natural/organic
- Manufacturer and brand sales of deodorants, FDMx
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- Figure 28: Selected FDMx brand sales of natural and organic deodorants, 2008-09
- A mature market in general, but room for growth in natural/organic
- Manufacturer and brand sales of deodorants, natural supermarkets
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- Figure 29: Selected natural supermarket brand sales of deodorants, 2007 and 2009
Brand Share—Baby Personal Care
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- Key points
- A good deal of movement in the natural/organic baby care segment
- Manufacturer and brand sales of baby personal care, FDMx
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- Figure 30: Selected FDMx brand sales of natural and organic baby personal care, 2008-09
- Honky Tots in first place in natural supermarkets
- Manufacturer and brand sales of baby personal care, natural supermarkets
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- Figure 31: Selected natural supermarket brand sales of baby personal care, 2007 and 2009
Brand Qualities
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- Key points
- The Body Shop
- Nutriganics (The Body Shop)
- Alaffia
- Peaceful Offerings
Innovations and Innovators
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- Key points
- Manufacturers offer heady claims for natural/organic products
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- Figure 32: Top claims for natural and/or organic personal care new product launches, 2000-09
- The Fair Trade concept carries over to the personal care sector
- Natural/organic products emphasizing anti-aging benefits
- A focus on altruism
Advertising and Promotion
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- Overview
- Some companies taking word-of-mouth to new levels
- Ads focus on convincing consumers of their “natural” bent
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- Figure 33: Pantene Pro-V Nature Fusion television ad, 2009
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- Figure 34: L’Oréal Everpure, 2009
- Figure 35: L’Oréal Everstrong, 2010
General Attitudes Towards Personal Care and Appearance
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- Key points
- Women do more of the purchasing of personal care products
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- Figure 36: Personal care purchasing, by gender, October 2009
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- Figure 37: Personal care purchasing, by age, October 2009
- Satisfaction with personal appearance diminishes with age
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- Figure 38: Attitudes towards personal appearance, by gender, October 2009
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- Figure 39: Attitudes towards personal appearance, by age, October 2009
- High number of respondents indicate usage of NOPC products
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- Figure 40: Personal care usage, experimentation, and trial, by gender, October 2009
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- Figure 41: Personal care usage, experimentation, and trial, by age, October 2009
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- Figure 42: Personal care usage, experimentation, and trial, by household income, October 2009
- Figure 43: Personal care usage among adults/in the household, May 2004-June 2009
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- Figure 44: How teens spend allowance money, 2005-07
- Figure 45: Personal care usage among teens, May 2004-June 2009
The Natural and Organic Personal Care Consumer
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- Key points
- Most view natural/organic products favorably
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- Figure 46: Attitudes towards NOPC products, by gender, October 2009
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- Figure 47: Attitudes towards NOPC products, by age, October 2009
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- Figure 48: Attitudes towards NOPC products, by age, October 2009
Natural and Organic Personal Care Usage
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- Key points
- Women and those with higher income more likely to use NOPC products
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- Figure 49: Frequency of usage of traditional and NOPC products, by gender, October 2009
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- Figure 50: Frequency of usage of traditional and NOPC products, by age, October 2009
- Figure 51: Frequency of usage of traditional and NOPC products, by household income, October 2009
- Usage of traditional and NOPC products, by segment
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- Figure 52: Usage of traditional and NOPC products, by segment, October 2009
- Facial skincare
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- Figure 53: Usage of traditional and natural/organic facial skincare products, by gender, October 2009
- Less risk in using natural/organic products in the body skincare segment
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- Figure 54: Usage of traditional and natural/organic body skincare products, by gender, October 2009
- Men and women use a combination of traditional and natural/organic goods
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- Figure 55: Usage of traditional and natural/organic soap and bath products, by gender, October 2009
- Respondents tend to use a combination of hair care products
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- Figure 56: Usage of traditional and natural/organic hair care products, by gender, October 2009
- Oral care not lending itself to natural/organic products
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- Figure 57: Usage of traditional and natural/organic oral care products, by gender, October 2009
- Deodorants viewed as being much less effective, with good reason
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- Figure 58: Usage of traditional and natural/organic deodorant/anti-perspirantproducts, by gender, October 2009
The Recession’s Impact on Usage
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- Key points
- Changes in usage of NOPC in the last year
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- Figure 59: The recession’s impact on NOPC usage, by gender, October 2009
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- Figure 60: The recession’s impact on NOPC usage, by household income, October 2009
- Figure 61: The recession’s impact on NOPC usage, by U.S. region, October 2009
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- Figure 62: The recession’s impact on NOPC usage, by U.S. region type, October 2009
Outlets Where Consumers Buy Personal Care Products
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- Key points
- Consumers have more choice in where to buy natural/organic products
- Mass, drug and club, and supermarket outlets
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- Figure 63: Mass, drug and club, and supermarket outlets where traditional and NOPC products are bought, October 2009
- Respondents view direct/TV/other outlets as viable alternatives for natural/organic wares
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- Figure 64: Direct, TV, and other outlets where traditional and NOPC products are bought, October 2009
- Internet sales cater to consumers’ need for convenience
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- Figure 65: Internet websites where traditional and NOPC products are bought, October 2009
Impact of Race and Hispanic Origin
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- Key points
- Asians and Hispanics most likely to try NOPC items
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- Figure 66: Personal care purchasing, by race/Hispanic origin, October 2009
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- Figure 67: Attitudes towards personal appearance, by race/Hispanic origin, October 2009
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- Figure 68: Personal care usage, experimentation, and trial, by race/Hispanic origin, October 2009
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- Figure 69: Frequency of usage of traditional and NOPC products, by household income, October 2009
Cluster Analysis
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- Cluster 1: Confident heavies
- Who they are
- Opportunity
- Cluster 2: Natural minimalists
- Who they are
- Opportunity
- Cluster 3: Diffident traditionalists
- Who they are
- Opportunity
- Characteristic tables
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- Figure 70: Natural and organic personal care clusters, December 2009
- Figure 71: Attitudes towards personal appearance, by NOPC clusters, December 2009
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- Figure 72: Personal care usage, experimentation, and trial, by NOPC clusters, December 2009
- Figure 73: Attitudes towards NOPC products, by NOPC clusters, December 2009
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- Figure 74: Usage of personal care products, by NOPC clusters, December 2009
- Figure 75: Usage by sector of personal care products, by NOPC clusters, December 2009
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- Figure 76: Purchasing habits of NOPC products, by NOPC clusters, December 2009
- Demographic tables
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- Figure 77: Natural and organic personal care clusters, by gender, December 2009
- Figure 78: Natural and organic personal care clusters, by age group, December 2009
- Figure 79: Natural and organic personal care clusters, by household income group, December 2009
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- Figure 80: Natural and organic personal care clusters, by race/Hispanic origin, December 2009
- Cluster methodology
Custom Consumer Groups
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- Older men and women less likely to experiment
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- Figure 81: Personal care usage, experimentation, and trial, by gender and age, October 2009
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- Figure 82: Attitudes towards NOPC products, by gender and age, October 2009
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- Figure 83: Frequency of usage of traditional and NOPC products, by gender and age, October 2009
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- Figure 84: The recession’s impact on NOPC usage, by marital status and presence of children, October 2009
- Outlets where consumers buy NOPC products
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- Figure 85: Mass, drug and club, and supermarket outlets where NOPC products are bought, October 2009
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- Figure 86: Other and online outlets where NOPC products are bought, October 2009
Appendix: Current State of Natural/Organic Standards
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- Natural and organic standards take further shape
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- Figure 87: Organic and natural seals defining personal care products
- Defining organic personal care
- Defining “natural” personal care
Appendix: Trade Associations
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