Seminário Internacional de Tecnologia Verde em CosméticosMintel is pleased to contribute an insight presentation delivered by our Global Beauty and Personal Care analyst team at this established event on Green Beauty and Technology in Sao Paulo, Brazil.

## Join us on Thursday 1st September at 8:30am for Mintel’s presentation on ‘Down to Earth’.

Closely linked with sustainability, the Down to Earth trend addresses the practicalities of making and marketing green beauty. Factors include managing price pressure due to varying supply and demand of natural and organic raw materials and learning to master the challenges of green chemistry–such as the use of sustainable surfactants, ‘green’ solvents and alternatives to parabens. Free-from formulas–a key trend in 2010–continue to evolve in an effort to avoid petrochemically-derived ingredients.

In 2010, 13% of new skincare, hair care and cosmetics made the paraben-free claim (up 5% from 2008). Also in 2010, almost 9% of new skincare, hair care and cosmetics made the organic claim (twice as many as in 2007); the all-natural claim was found in fewer than 3% of launches in 2010.

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