The 15th annual Cosmoprof North America (CPNA) kicked off this weekend in Las Vegas. With 33,000 attendees and over 1,000 exhibitors, CPNA is the leading B2B beauty trade show in the Americas, and day one did not disappoint.

The first panel of the day tackled the ever pressing question: “What do women want from naturals?” Mintel’s own Sarah Jindal, Senior Innovation and Insights Analyst, Beauty & Personal Care, participated in a panel discussion with industry experts to discuss all facets of the natural beauty industry from brand ownership to regulatory legal counsel.

Here, we discuss the key themes from the session:

Transparency

The importance of brand transparency was reiterated countless times by each member of the panel. “Establish trust, be honest, be consistent, and self-regulate.” Ronie Schmelz, Legal Regulatory Counsel at Tucker Ellis LLP, illustrated the costly backlash of regulatory violations. She highlighted how brands are getting tied-up in legal battles due to discrepancies between “all natural,” “natural” and “organic” claims.  In order to thrive in the natural space, panelists concluded that brands must be honest every step of the way – from ingredient sourcing to messages communicated on product packs.

Education

Rainforest Alliance, the Leaping Bunny, EWG Certified – what does it all mean?  Sarah Jindal, Senior Innovation and Insight Analyst, Beauty & Personal Care at Mintel, highlighted consumer confusion within green beauty. Many brands label their products “100% natural” or “inspired by nature,” some even say they are organic while only including one organic ingredient.  The lack of cohesive registration and labeling when it comes to green beauty leads to continued consumer confusion. Jindal and other panelists suggested that brands be crystal clear in their labeling to insure that they are providing consumers with 100% true statements about the composition and ingredients of their products.

Evolution

As is the case with many new innovations, pioneering green beauty is not always sexy. Most early green beauty product launches were not effective and had very niche clientele. According to Romain Gaillard, founder of The Detox Market, there was a shift in the natural sector around 2014.  At this time, natural products began to deliver visible results, with continued health benefits. The growing popularity of living a healthy lifestyle – mind, body and soul – makes natural brands more appealing to today’s consumer. The next phase of green beauty evolution is sustainability . What is natural and organic, today, may not necessarily be sustainable. Jindal concluded the panel by asking the audience, “Will brands destroy an ecosystem to produce their natural products?”

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Lauren Goodsitt, Mintel Director, US Beauty Client Services, and Alison Gaither, Mintel Senior Client Service Manager, Beauty & Personal Care, work with some of the world’s biggest beauty brands to help them grow their business. This week, they come to you live from Cosmoprof North America (CPNA) sharing their observations and analysis on the latest brand launches, product innovations, packaging and manufacturing. Stay tuned for more from CPNA!

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